The Red PR team pulled together to execute four huge community events located across Queensland for the Suncorp Insurance Must-Have Safer Roads Campaign.
After two months of intensive planning, our team along with Craig Lowndes hit the road visiting Ipswich, Toowoomba, the Sunshine Coast and Townsville.
Each event had crowds, with hundreds of people wanting to jump into the photo booth with Lowndesy to share their idea for safer roads.
The campaign generated media buzz for the Suncorp Insurance brand with Red PR achieving over $160, 000 in publicity value and the Must-Have Safer Roads Facebook page doubling by 3,000 fans.
What made this a successful event?
High profile Ambassador
Having Craig Lowndes as the ambassador for the Safer Roads campaign helped create community interest of the regional events and helped generate strong media interest.
Interactive Activations
To keep people entertained at each event we had several interactive activations on offer. Road safety partner, Fatality Free Friday came on board with their inflatable car for people to sign. This was really successful in getting people to think about how their driving affects others on the road, which was a key message for this campaign.
Another activation was the Australian Road Safety Foundation’s driving simulator, which tested everyone’s driving skills. This was a great challenge for most people and was a fun and interactive way for people to get involved.
Prizes and Giveaways
Having a competition element to these events was a integral part of both the publicity and social media strategy. We incorporated the photo booth with an online component by having the photos uploaded to the Must-Have Safer Roads Facebook page. This helped double the fan base of the Facebook page by 3,000 fans.
Throughout the day we also had multiple giveaways to encourage people to get involved with all the activations. This also encouraged people to stick around for the entire event.
Entertainment
With such large crowds at these events we needed to make sure they remained entertained. For each event we had local radio hosts come down to MC, along with their station playing in the background. This helped keep people entertained whilst they were waiting in line for the photo booth with Craig and also ensured our key messages were conveyed to the crowd.
The Red PR team loved working on this campaign with Suncorp Insurance and is looking forward to the next one, so keep your eyes peeled!
