Innovative online gaming deal to target young drivers

30 Nov 2008

MEDIA RELEASE: 30 November 2008

The Transport Accident Commission has again shown it’s a marketing leader with its latest campaign to target young drivers.

The TAC is the first Australian company to use Playstation 3 to get its message across to young drivers as part of a new agreement with digital media business MediaSmart.

The TAC’s messages about drink driving, speed and motorcycles will appear in Playstation 3 games being played online from January 2009.

TAC’s Senior Manager Marketing John Thompson said the TAC would target a captive audience of young drivers through the online advertising campaign.

“Figures show about half of males aged between 18 and 34 have played computer games at home in the last three months,” Mr Thompson said.
“Road trauma is the leading cause of death among young Australians. 30 per cent of those killed on Victorian roads in 2008 were under 30 years of age,” Mr Thompson said.

“Yet despite the obvious need for safe driving messages to reach young people, the TAC has found that this age group is difficult to reach with traditional advertising.”

Mr Thompson said the initiative was another way that the TAC was reaching out to younger audiences.

“We’ve got the TAC Cup targeting young football players, our partnership with Melbourne Victory and the TAC’s mobile cinema Vanessa spreading the road safety message at music festivals across summer, where young people are at risk of drink and drug driving.”

“Reminders to drive safely or you will be caught will be plastered on television, bus stops, billboards, radio and now through online video games.”

The TAC’s campaign will run across MediaSmart’s action, racing and sport games from January to June 2009, including exclusive access to the NFL, NBA, Tiger Woods PGA Tour and the cult racing video game Need for Speed.

What:    Launch of campaign targeting
Where:  Blockbuster Video Store, Camberwell
             6- 8 Prospect Hill Road (near corner Burke Rd)
When:   Sunday November 30, 10.15am
Who:    TAC Senior Manager Marketing John Thompson, young drivers/gamers
  
NB: DVDs of the in-game advertising will be available  
 
For further information please contact: Emily Bogue 9664 6450, 0429 416 778.