Authorised and published by the Victorian Government, 1 ...



0000Victorian Government Advertising ReportCampaign Activity Summary 2014-15Authorised and published by the Victorian Government, 1 Treasury Place, MelbourneFebruary 2016Unless indicated otherwise, this work is made available under the terms of the Creative Commons Attribution 3.0 Australia licence. To view a copy of this licence, visit licenses/by/3.0/au. It is a condition of this Creative Commons Attribution 3.0 Licence that you must give credit to the original author who is the State of Victoria.AccessibilityIf you would like to receive this publication in an accessible format, such as large print or audio, email advertising@dpc..au.Victorian Government Advertising Campaigns 2014-15This report provides information on advertising campaigns that were completed in 2014-15 with Master Agency Media Services (MAMS) expenditure valued at $150,000 (ex-GST) or more.For each campaign, a short description and a breakdown of expenditure are provided. Expenditure data has been provided by the department or public body that conducted the campaign, and advertising expenditure figures may include fees and charges not included in reporting by MAMS suppliers.Campaign advertising expenditure is broken down by:Advertising media expenditure – expenditure through the Victorian Government’s MAMS media purchasing contract Creative and campaign development expenditure – including advertising agency costs, creative development and production costsResearch and evaluation expenditure – including formative research, concept testing, benchmarking and tracking research, evaluation research and analysisPrint and collateral expenditure – includes design, printing, production, postage, distribution and warehousing costsOther campaign expenditure – activity not included in the above categories.A number of departments were subject to machinery of government changes in 2014-15. Campaigns are listed according to the department or agency that reported on them. Ambulance Victoria: Membership Subscription Scheme – Testimonial Campaign 2014–2015SummaryThis was advertising of the Ambulance Victoria Membership Subscription Scheme to increase acquisition and reduce attrition. Campaign creative highlighted low cost of membership compared to potentially high cost of ambulance service fees using real patient testimonials.DurationJuly 2014 – June 2015Campaign advertising expenditure$ (excluding GST)Media buy2,287,000Creative and campaign development296,022Research and evaluation117,500Print and collateral2,500Other campaign costs20,687Arts Centre Melbourne: The Illusionists 2.0SummaryThis campaign promoted the 20-show season of The Illusionists 2.0 magic entertainment show. DurationNovember 2014 – January 2015Campaign advertising expenditure$ (excluding GST)Media buy291,196Creative and campaign developmentN/AResearch and evaluationN/APrint and collateralN/AOther campaign costsN/AArts Centre Melbourne: Le NoirSummaryThis campaign promoted the 13-show season of Le Noir circus stage production. DurationFebruary – April 2015Campaign advertising expenditure$ (excluding GST)Media buy234,522Creative and campaign developmentN/AResearch and evaluationN/APrint and collateralN/AOther campaign costsN/AAustralian Grand Prix Corporation: 2015 Formula 1 Rolex Australian Grand PrixSummaryThis campaign promoted the 2015 Formula 1 Rolex Australian Grand Prix. DurationSeptember – March 2015Campaign advertising expenditure$ (excluding GST)Media buy1,531,000Creative and campaign development603,000Research and evaluation34,000Print and collateral75,000Other campaign costs114,000Australian Grand Prix Corporation: 2014 Tissot Australian Motorcycle Grand PrixSummaryThis campaign promoted the 2014 Tissot Australian Motorcycle Grand Prix.DurationJuly – October 2014Campaign advertising expenditure$ (excluding GST)Media buy458,000Creative and campaign development269,000Research and evaluation20,000Print and collateral12,000Other campaign costs62,000Box Hill Institute: 2015 Mid-Year SummaryThis was a student recruitment campaign for mid-year entry. DurationMay – June 2015 Campaign advertising expenditure$ (excluding GST)Media buy187,332Creative and campaign developmentN/AResearch and evaluationN/APrint and collateralN/AOther campaign costsN/ABreastScreen Victoria: ‘One in nine….book a breast screen today’ SummaryThis campaign aimed to increase breast screen participation among women aged 60 to 74. DurationOctober 2014 – May 2015 Campaign advertising expenditure$ (excluding GST)Media buy742,060Creative and campaign developmentN/AResearch and evaluationN/APrint and collateralN/AOther campaign costsN/ACancer Council Victoria: Quit Victoria SummaryThis campaign aimed to change smokers’ idea of quitting from something they “just do” to something they consider ahead of time and be prepared for. DurationJuly 2014 - June 2015Campaign advertising expenditure$ (excluding GST)Media buy2,595,534Creative and campaign development334,000Research and evaluation543,000Print and collateralN/AOther campaign costs235,000Cancer Council Victoria: Live LighterSummaryThis was a state-wide social marketing campaign which aimed to turn around the growing burden of obesity and preventable chronic disease amongst the Victoria population. DurationAugust 2014 - June 2015Campaign advertising expenditure$ (excluding GST)Media buy1,667,551Creative and campaign development327,213Research and evaluation290,289Print and collateral18,300Other campaign costs493,389Cancer Council Victoria: SunSmart Summer Campaign – U.V. it all adds upSummaryThis campaign aimed to increase understanding of the severity of melanoma as a health issue. DurationNovember 2014 - March 2015Campaign advertising expenditure$ (excluding GST)Media buy1,072,000Creative and campaign development180,000Research and evaluation50,000Print and collateralN/AOther campaign costs156,000Consumer Affairs Victoria: RentRight tenant campaignSummaryRentRight is Consumer Affairs Victoria’s smartphone app that provides information and functionality to help first time Victorian tenants with their renting rights and responsibilities. The 2015 RentRight tenant campaign was the second phase in Consumer Affairs Victoria’s renting communications strategy, focusing on driving downloads of RentRight DurationFebruary – April 2015Campaign advertising expenditure$ (excluding GST)Media buy199,683Creative and campaign development13,367Research and evaluationN/APrint and collateralN/AOther campaign costs6,795Consumer Affairs Victoria: Retirement Villages CampaignSummaryThe retirement villages campaign was launched to educate and inform retirees how to make a confident and informed retirement lifestyle decision. DurationMarch – June 2015Campaign advertising expenditure$ (excluding GST)Media buy185,727Creative and campaign development47,677Research and evaluation22,600Print and collateral11,449Other campaign costs26,824Council of Adult Education: Summer Course Guide Campaign and BoostSummaryThis campaign promoted CAE short courses for summer.DurationJanuary - May 2015Campaign advertising expenditure$ (excluding GST)Media buy159,930Creative and campaign developmentN/AResearch and evaluationN/APrint and collateralN/AOther campaign costsN/ADepartment of Economic Development, Jobs, Transport and Resources: Good MoveSummaryThis campaign promoted regional and rural Victoria as an aspirational relocation and career change destination.DurationJuly 2014 – June 2015Campaign advertising expenditure$ (excluding GST)Media buy554,664Creative and campaign development21,700Research and evaluation34,130Print and collateral9,291Other campaign costs311,665Department of Economic Development, Jobs, Transport and Resources: Moving VictoriaSummaryThis campaign provided information on transport infrastructure investments across Victoria. DurationJuly – October 2014Campaign advertising expenditure$ (excluding GST)Media buy4,956,327Creative and campaign development326,971Research and evaluation39,655Print and collateral(Included in advertising media expenditure)Other campaign costs64,075Department of Economic Development, Jobs, Transport and Resources: 2015 Regional Victoria Living ExpoSummaryThis campaign promoted regional and rural Victoria as a place of unique opportunity for a better quality of life.DurationJuly 2014 – June 2015Campaign advertising expenditure$ (excluding GST)Media buy696,306Creative and campaign development45,000Research and evaluation59,787Print and collateral41,095Other campaign costs47,750Department of Economic Development, Jobs, Transport and Resources: See something, say somethingSummaryThis campaign increased awareness of the national terrorism public alert level being raised from medium to high for public transport users across the network.DurationOctober – November 2014Campaign advertising expenditure$ (excluding GST)Media buy508,850Creative and campaign development(Included in advertising media expenditure)Research and evaluationN/APrint and collateralN/AOther campaign costsN/ADepartment of Economic Development, Jobs, Transport and Resources: Small Business Festival VictoriaSummaryThis campaign promoted the Small Business Festival Victoria to support small business across Victoria. DurationJuly 2014 – June 2015Campaign advertising expenditure$ (excluding GST)Media buy220,092Creative and campaign development220,962Research and evaluation17,472Print and collateral129,068Other campaign costs4,030Department of Economic Development, Jobs, Transport and Resources: Support Small Business Day 2014SummaryThis campaign promoted Small Business Day to support small business across Victoria. DurationJuly 2014 – October 2014Campaign advertising expenditure$ (excluding GST)Media buy598,263Creative and campaign development89,045Research and evaluation26,900Print and collateral(Included in creative and campaign development)Other campaign costs160,132Department of Economic Development, Jobs, Transport and Resources: Switch on SummaryThis campaign informed consumers about their energy use and cost, and the opportunities to use energy more efficiently. DurationSeptember – November 2014Campaign advertising expenditure$ (excluding GST)Media buy472,220Creative and campaign development86,427Research and evaluation26,095Print and collateral30,788Other campaign costs68,861Department of Education and Training: Bully StoppersSummaryThis campaign encouraged parents and students to speak up about cyberbullying and informed them on how to deal with cyberbullying by providing information and resources via the Bully Stoppers website. DurationSeptember – October 2014Campaign advertising expenditure$ (excluding GST)Media buy352,384Creative and campaign development92,494Research and evaluationN/APrint and collateralN/AOther campaign costs1,408Department of Education and Training: Education CampaignSummaryThis campaign raised awareness of, and built confidence in, Victoria’s education system and modern-day schooling. It also supported parents to play an active role in their child’s learning. DurationAugust – October 2014Campaign advertising expenditure$ (excluding GST)Media buy614,169Creative and campaign development308,218Research and evaluation54,500Print and collateral2,469Other campaign costs31,588Department of Education and Training: No Kids in Hot CarsSummaryThis campaign was to raise awareness of the dangers of leaving children unattended in cars on hot days and the speed at which the temperature doubles inside a parked car. Provide tips for parents and carers to help them avoid unintentionally leaving a child in a car on a hot day. Campaign in partnership with KidSafe.DurationNovember 2014 – March 2015Campaign advertising expenditure$ (excluding GST)Media buy271,925Creative and campaign development41,800Research and evaluation11,000Print and collateralN/AOther campaign costs20,191Department of Education and Training: SchoolMateSummaryThis campaign was to launch the SchoolMate app and drive downloads. SchoolMate is an app aimed at Victorian parents to help them better understand the key components of the Victorian curriculum so that they can be more involved with their children’s education.DurationMay 2015 – June 2015Campaign advertising expenditure$ (excluding GST)Media buy144,958Creative and campaign development60,013Research and evaluationN/APrint and collateralN/AOther campaign costsN/ADepartment of Education and Training: Skills WeekSummaryThis campaign was to celebrate Skills Week by featuring local case studies from across the state. DurationAugust 2014Campaign advertising expenditure$ (excluding GST)Media buy283,410Creative and campaign development3,425Research and evaluationN/APrint and collateral457Other campaign costs8,298Department of Environment, Land, Water and Planning: Planned BurningSummaryThe department implemented an external communications campaign focused on alerting communities to the planned burning work program and how to seek further information about where and when planned burns were taking place. DurationOctober 2014 – May 2015Campaign advertising expenditure$ (excluding GST)Media buy423,919Creative and campaign development16,335Research and evaluation71,000Print and collateral28,323Other campaign costs409Department of Environment, Land, Water and Planning: Right WaterSummaryRight Water was a brand campaign by the former Office of Living Victoria to encourage Victorians to use more alternative water sources. The campaign was aimed at householders with gardens who had yet to take meaningful water-saving action. It encouraged householders to capture and use rainwater from their roof. DurationSeptember – November 2014Campaign advertising expenditure$ (excluding GST)Media buy670,096Creative and campaign development27,883Research and evaluation30,000Print and collateral40,964Other campaign costs79,446Department of Health and Human Services: Building a Healthier VictoriaSummaryThis campaign was to inform Victorians of the investment in health services.DurationSeptember – November 2014Campaign advertising expenditure$ (excluding GST)Media buy1,896,623Creative and campaign development55,722Research and evaluation22,250Print and collateralN/AOther campaign costsN/ADepartment of Health and Human Services: Smoking ban – Tobacco Amendment Act 2014SummaryThis campaign was to promote education and awareness of new smoking bans.DurationApril 2015Campaign advertising expenditure$ (excluding GST)Media buy246,147Creative and campaign development3,832Research and evaluationN/APrint and collateral138,069Other campaign costs2,209Department of Health and Human Services: What are you doing on ice?SummaryThis campaign was to raise awareness of the harms and risks associated with using the drug ice.DurationSeptember – November 2014Campaign advertising expenditure$ (excluding GST)Media buy1,485,899Creative and campaign development323,465Research and evaluation91,550Print and collateral1,092Other campaign costsN/ADepartment of Justice and Regulation: Corrections Recruitment CampaignSummaryThe Corrections Recruitment campaign aimed to increase the number of prospective applicants for prison officers, community corrections officers and field staff within the Victorian Corrections system. The campaign aimed to encourage a positive shift in attitudes and contemplation of a career in corrections. It also linked with job creation in regional Victoria. The advertising was targeted to areas close to prisons and community corrections offices, but was not linked to specific vacancies. DurationJune – August 2014Campaign advertising expenditure$ (excluding GST)Media buy891,334Creative and campaign development445,988Research and evaluation43,148Print and collateral11,158Other campaign costs108,611Department of Justice and Regulation: Law and Order CampaignSummaryThe Law and Order campaign informed Victorians of legislative changes such as minimum sentences and the introduction of new laws targeting drug traffickers and crime gangs. The campaign focused on a number of messages, which included the abolition of suspended sentences, reforms to sentencing and tougher laws for offenders who were previously prosecuted for a drug trafficking offence. DurationAugust – September 2014Campaign advertising expenditure$ (excluding GST)Media buy962,795Creative and campaign development139,371Research and evaluation73,693Print and collateral15,000Other campaign costs6,009Department of Justice and Regulation: Play it Safe by the WaterSummaryPlay it Safe by the Water was a community safety campaign that aimed to increase safety around water in a bid to reduce the number of fatal and near-fatal drowning incidents in Victoria. DurationDecember 2014 – March 2015Campaign advertising expenditure$ (excluding GST)Media buy697,946Creative and campaign development183,510Research and evaluation152,021Print and collateralN/AOther campaign costs27,650Department of Justice and Regulation: Summer Fire Campaign SummaryThe Summer Fire Campaign aimed to raise awareness of the risk of fire among high-risk fire communities, prompted people to plan and prepare for fire and encouraged people to leave early in the event of high-risk fire days and in the event of fire. DurationNovember 2014 – March 2015Campaign advertising expenditure$ (excluding GST)Media buy2,878,992Creative and campaign development182,876Research and evaluation140,150Print and collateralN/AOther campaign costs201,431Department of Premier and Cabinet: Fire Services Property Levy Phase 2SummaryThis campaign aimed to inform/educate the public that a fire service property levy, as from 2013, was collected against each property through annual council rates and not through house insurance premiums. DurationJuly - August 2014Campaign advertising expenditure$ (excluding GST)Media buy1,090,440Creative and campaign development94,989Research and evaluation63,065Print and collateral54,160Other campaign costs247,229Department of Premier and Cabinet: Jobs Information CampaignSummaryDPC developed an information campaign to inform Victorians of government job creation policies and initiatives. This information campaign directed Victorians to a website containing the six job statements (skills, manufacturing, infrastructure, services, digital economy and international engagement). Also available on this site were links to government tenders, the Industry Capability Network as well as programs to help Victorian businesses.DurationOctober – November 2014Campaign advertising expenditure$ (excluding GST)Media buy672,622Creative and campaign development172,500Research and evaluation18,181Print and collateral119,363Other campaign costs17,330Department of Treasury and Finance: Back to Work SchemeSummaryThis campaign consisted of a public information campaign and website to communicate details of the Back to Work Scheme to employers and eligible employees.DurationJune 2015Campaign advertising expenditure$ (excluding GST)Media buy490,539Creative and campaign development108,888Research and evaluation68,376Print and collateral9,180Other campaign costs34,570Energy Safe Victoria: Carbon Monoxide Awareness CampaignSummaryThis campaign aimed to inform the public about the dangers of carbon monoxide. DurationFebruary – April 2015Campaign advertising expenditure$ (excluding GST)Media buy287,000Creative and campaign development82,200Research and evaluation22,600Print and collateral31,650Other campaign costs13,000Energy Safe Victoria: Look Before You CookSummaryThis campaign aimed to remind the public to change their BBQ gas bottles on a regular basis and to be safe around BBQs. DurationFebruary – April 2015Campaign advertising expenditure$ (excluding GST)Media buy157,000Creative and campaign developmentN/AResearch and evaluationN/APrint and collateral26,000Other campaign costsN/AKangan TAFE: 2015 Mid-Year and Open Day SummaryThis campaign aimed to drive enrolments for all courses with a mid-year intake and segue into promoting Open Days in August 2015. DurationMarch – June 2015Campaign advertising expenditure$ (excluding GST)Media buy150,000Creative and campaign developmentN/AResearch and evaluationN/APrint and collateralN/AOther campaign costsN/AKangan TAFE: Semester 1 enrolmentsSummaryThis campaign was to drive enrolments of new students and retention of existing students for Semester 1 for Kangan Institute and Bendigo TAFE. DurationJanuary – February 2015Campaign advertising expenditure$ (excluding GST)Media buy684,142Creative and campaign developmentN/AResearch and evaluationN/APrint and collateralN/AOther campaign costsN/ANational Gallery of Victoria: The fashion world of Jean Paul Gaultier: From the sidewalk to the catwalkSummaryThe unconventional and playfully irreverent designs of Jean Paul Gaultier were celebrated in the first international exhibition dedicated to this ground breaking French couturier. The NGV collaborated with Maison Jean Paul Gaultier to deliver a striking and contemporary visual identity illustrating a fashion and art experience. DurationOctober – February 2015Campaign advertising expenditure$ (excluding GST)Media buy295,516Creative and campaign development51,806Research and evaluation23,325Print and collateral57,365Other campaign costs38,140Public Transport Victoria: Fare Evasion, FreeloadersSummaryThis campaign aimed to increase fare compliance by increasing awareness of Authorised Officers on the network. DurationMarch – April 2015Campaign advertising expenditure$ (excluding GST)Media buy686,663Creative and campaign development57,818Research and evaluation16,400Print and collateral16,676Other campaign costsN/APublic Transport Victoria: Model Commuters #2SummaryThis was an etiquette campaign promoting positive customer behaviours.DurationFebruary – March 2015Campaign advertising expenditure$ (excluding GST)Media buy248,484Creative and campaign development228,125Research and evaluationN/APrint and collateral12,383Other campaign costs23,782Public Transport Victoria: myki Visitor Value PackSummaryThis campaign was to promote the myki visitor value pack to visitors during the busy summer tourist period.DurationJuly 2014 – June 2015Campaign advertising expenditure$ (excluding GST)Media buy309,290Creative and campaign developmentN/AResearch and evaluationN/APrint and collateralN/AOther campaign costsN/APublic Transport Victoria: On-the-Spot Penalty FaresSummaryThis was an education campaign to promote new On-the-Spot Penalty Fares and increase fare compliance.DurationAugust – October 2014Campaign advertising expenditure$ (excluding GST)Media buy963,662Creative and campaign developmentN/AResearch and evaluation19,000Print and collateralN/AOther campaign costsN/APublic Transport Victoria: Regional Rail Link timetable changesSummaryThis campaign promoted and generated awareness of the opening of Regional Rail Link, including two new stations and major train and bus changes in regional areas. DurationMay 2015 – June 2015Campaign advertising expenditure$ (excluding GST)Media buy399,110Creative and campaign development396,818Research and evaluation110,903Print and collateral13,205Other campaign costsN/APublic Transport Victoria: Summer eventsSummaryThis campaign was to promote additional services to and from a variety of events over the summer.DurationDecember 2014 – April 2015Campaign advertising expenditure$ (excluding GST)Media buy304,433Creative and campaign development9,020Research and evaluationN/APrint and collateral47,953Other campaign costsN/ATransport Accident Commission: Vehicle Safety “AEB”SummaryThis was a launch campaign demonstrating the “Auto Emergency Braking” vehicle technology and highlighting the potential to reduce collision/trauma outcomes. DurationJune 2014 - July 2014Campaign advertising expenditure$ (excluding GST)Media buy1,422,481Creative and campaign development1,115,810Research and evaluation79,384Print and collateralN/AOther campaign costsN/ATransport Accident Commission: Motorcycles “Vice Versa”SummaryA campaign dually addressing drivers and motorcyclists about shared responsibility on the road for the safety of all road users through shared experience and greater respect for all road users. DurationJuly - August 2014Campaign advertising expenditure$ (excluding GST)Media buy935,377Creative and campaign development55,557Research and evaluation20,070Print and collateralN/AOther campaign costsN/ATransport Accident Commission: Drug Driving “Double Bus”SummaryThis was a campaign reminding road users that booze buses are also drugs buses. DurationAugust 2014Campaign advertising expenditure$ (excluding GST)Media buy838,401Creative and campaign development74,789Research and evaluation20,070Print and collateralN/AOther campaign costsN/ATransport Accident Commission: Drink Driving “Levels”SummaryThis was a campaign targeting low-level drink drivers and educating road users about the difficulty of judging how much alcohol it takes to put them over the limit. DurationSeptember 2014 Campaign advertising expenditure$ (excluding GST)Media buy1,675,595Creative and campaign development90,946Research and evaluation20,070Print and collateralN/AOther campaign costsN/ATransport Accident Commission: Drink Driving “Interlocks”SummaryThis was a launch campaign announcing legislation changes for drink driving offences.DurationSeptember - October 2014Campaign advertising expenditure$ (excluding GST)Media buy773,725Creative and campaign development589,456Research and evaluation86,450Print and collateralN/AOther campaign costsN/ATransport Accident Commission: Motorcycles “Perfect Ride”SummaryThis was a campaign during the Australian Moto GP targeting returned / recreational riders addressing the risks associated with motor cycling and unexpected dangers on the road.DurationOctober 2014Campaign advertising expenditure$ (excluding GST)Media buy400,337Creative and campaign development87,597Research and evaluation20,070Print and collateralN/AOther campaign costsN/ATransport Accident Commission: Parental Influence, P Drivers “Red Line”SummaryThis was a campaign addressing the risk factor of newly licence drivers, and aimed at parents of these drivers encouraging them to continue to play a role in the safety and decision making of their young drivers through continued mentoring and role modelling.DurationOctober – November 2014Campaign advertising expenditure$ (excluding GST)Media buy401,714Creative and campaign development97,811Research and evaluation20,070Print and collateralN/AOther campaign costsN/ATransport Accident Commission: Police Enforcement “Party’s Over”SummaryThis was a multifaceted campaign to support increased on-road police enforcement activity, specifically targeting drink driving, speeding, drug driving, unlicenced drivers and unregistered vehicles.DurationDecember 2014 – January 2015Campaign advertising expenditure$ (excluding GST)Media buy661,493Creative and campaign development243,198Research and evaluation20,070Print and collateralN/AOther campaign costsN/ATransport Accident Commission: Distractions “Blind”SummaryThis was a campaign addressing the issue of distractions whilst using the road network. The campaign speaks to drivers and riders, as well as other vulnerable road users such as pedestrians and cyclists, and addresses distractions such as mobile phones and other devices, demonstrating the potential traumatic consequences.DurationJanuary 2015 Campaign advertising expenditure$ (excluding GST)Media buy304,173Creative and campaign development420,933Research and evaluation20,070Print and collateralN/AOther campaign costsN/ATransport Accident Commission: Vehicle Safety “AEB”SummaryThis was a campaign demonstrating the “Auto Emergency Braking” vehicle technology and highlighting the potential to reduce collision/trauma outcomes..DurationFebruary 2015Campaign advertising expenditure$ (excluding GST)Media buy682,427Creative and campaign development109,187Research and evaluation20,070Print and collateralN/AOther campaign costsN/ATransport Accident Commission: Drowsy Driving “Pillow”SummaryThis was a campaign speaking to all drivers and riders about the issues of “drowsy driving” and educating the community about the science of sleep and ultimately he body’s inability to fight it, highlighting the potential traumatic outcomes of falling asleep at the wheel.DurationMarch – April 2015Campaign advertising expenditure$ (excluding GST)Media buy277,595Creative and campaign development86,105Research and evaluation20,070Print and collateralN/AOther campaign costsN/ATransport Accident Commission: Police Enforcement “Party’s Over”SummaryThis was a multifaceted campaign to support increased on-road police enforcement activity, specifically targeting drink driving, speeding, drug driving, unlicensed drivers and unregistered vehicles.DurationApril 2015Campaign advertising expenditure$ (excluding GST)Media buy401,714Creative and campaign development97,811Research and evaluation20,070Print and collateralN/AOther campaign costsN/ATransport Accident Commission: Fatigue, SES “Driver Reviver”SummaryThis was a tactical campaign to support the SES Driver Reviver campaign, encouraging all holiday makers to use the stops and take a 15 minute powernap over the Easter period. DurationApril 2015Campaign advertising expenditure$ (excluding GST)Media buy207,475Creative and campaign development15,750Research and evaluationN/APrint and collateralN/AOther campaign costsN/ATransport Accident Commission: Parental Role Modelling “Strings”SummaryThis was a launch campaign focussing on positive parental role modelling and the potential this has to influence their child’s future driving behaviour. DurationApril – May 2015Campaign advertising expenditure$ (excluding GST)Media buy1,758,588Creative and campaign development795,388Research and evaluation94,065Print and collateralN/AOther campaign costsN/ATransport Accident Commission: Vehicle Safety “Auto Emergency Braking”SummaryThis was a campaign demonstrating the “Auto Emergency Braking” vehicle technology and highlighting the potential to reduce collision/trauma outcomes. DurationMay 2015Campaign advertising expenditure$ (excluding GST)Media buy425,931Creative and campaign development53,605Research and evaluationN/APrint and collateralN/AOther campaign costsN/ATransport Accident Commission: Child Safety “Thingle Toodle”SummaryThis was a campaign demonstrating the “Auto Emergency Braking” vehicle technology and highlighting the potential to reduce collision/trauma outcomes. DurationAugust 2014 – June 2015Campaign advertising expenditure$ (excluding GST)Media buy242,204Creative and campaign developmentN/AResearch and evaluationN/APrint and collateralN/AOther campaign costsN/ATransport Accident Commission: Youth “TAC Cup Future Stars”SummaryNaming rights and content partnership for the TAC Cup Future Stars program addressing a number of road safety issues including learner driving, education surrounding speed and safety, as well as parental influence into the early days of solo driving DurationJuly 2014 – September 2014 and May – June 2015Campaign advertising expenditure$ (excluding GST)Media buy450,000Creative and campaign development8,255Research and evaluationN/APrint and collateralN/AOther campaign costsN/ATransport Safety Victoria: Summer Boating Safety SummaryIn 2005, Victoria introduced new legislation making it mandatory to wear a lifejacket in defined circumstances. While wear rates improved, there has been a decline in recent years. As a result, Transport Safety Victoria undertook a lifejacket safety campaign over summer in 2014-15. The education campaign and supporting compliance and enforcement program aimed to increase awareness of the importance of wearing a lifejacket among key at-risk boating groups and improve safety behaviour.DurationDecember 2014 – May 2015Campaign advertising expenditure$ (excluding GST)Media buy298,792Creative and campaign development65,362Research and evaluation42,799Print and collateral21,910Other campaign costsN/ATourism Victoria: Play Melbourne and BeyondSummaryIn 2014-15, Tourism Victoria implemented stage three of the successful Play Melbourne campaign. Play Melbourne and Beyond integrates Melbourne, regional Victoria and events messages – Play Melbourne, Play on after the event and Play beyond Melbourne. DurationJuly 2014 – June 2015Campaign advertising expenditure$ (excluding GST)Media buy2,597,904Creative and campaign development381,540Research and evaluation39,555Print and collateralN/AOther campaign costsN/ATourism Victoria: Marysville Bushfire Recovery ProgramSummaryThe $1.7 million Marysville Bushfire Recovery Program 2011-2014 concluded in 2014-15 with a marketing campaign targeting Melbourne that aimed to raise awareness of Marysville as a short break destination. DurationOctober 2014 – May 2015Campaign advertising expenditure$ (excluding GST)Media buy190,750Creative and campaign development38,322Research and evaluationN/APrint and collateralN/AOther campaign costsN/AVicHealth: Team Up SummaryTeamUp is an innovative app that encourages Victorians to connect with others through local physical activities. TeamUp motivates Victorians to be active, and to stay active. DurationJuly 2014 – June 2015Campaign advertising expenditure$ (excluding GST)Media buy151,000Creative and campaign development248,000Research and evaluation35,000Print and collateralN/AOther campaign costs1,210,000VicHealth: No Excuse Needed SummaryThe ‘No Excuse Needed’ campaign drove culture change by challenging perceived social norms around drinking. The campaign worked to normalise a more moderate drinking culture among the target audience.DurationSeptember 2014 – Jan 2015Campaign advertising expenditure$ (excluding GST)Media buy948,000Creative and campaign development284,000Research and evaluation63,000Print and collateral6,000Other campaign costs108,000VicHealth: H30 Challenge (Water Initiative)SummaryThe H30 Challenge encouraged Victorians to switch sugary drinks for water for 30 days and reap the health benefits.DurationSeptember 2014 – February 2015Campaign advertising expenditure$ (excluding GST)Media buy420,000Creative and campaign development99,000Research and evaluation44,000Print and collateral6,000Other campaign costs933,000VicRoads: Travel Happy, Share the RoadSummaryThis was a long-term awareness and behaviour change campaign aimed at getting all Victorian road users (including pedestrians, cyclists, motorcyclists and trucks) to share the road courteously to ensure all road users arrive safely at their destination.DurationApril 2015 – June 2015 (campaign continuing to 2017)Campaign advertising expenditure$ (excluding GST)Media buy200,000Creative and campaign development450,000Research and evaluation20,000Print and collateralN/AOther campaign costsN/AVictorian Electoral CommissionSummaryThe aim of this campaign was to inform Victorians about the 2014 state election. DurationJuly 2014 - June 2015Campaign advertising expenditure$ (excluding GST)Media buy2,943,222Creative and campaign developmentN/AResearch and evaluationN/APrint and collateralN/AOther campaign costsN/AVictorian Responsible Gambling Foundation: Many Ways To Get Help Problem Gambling CampaignSummaryThis campaign targeted male and female problem gamblers aged 25-39 (primary), and problem gamblers aged 18-24 and 40-54 and significant others (secondary).DurationAugust - September 2014Campaign advertising expenditure$ (excluding GST)Media buy853,960Creative and campaign development17,935Research and evaluation34,500Print and collateralN/AOther campaign costsN/AVictorian Responsible Gambling Foundation: “Bet Regret”, At-Risk Gambling Campaign – Phase OneSummaryThis campaign targeted men and women aged 18-39 who display risky gambling behaviour, including those who gamble irregularly and/or display risky behaviour rarely. DurationOctober - November 2014Campaign advertising expenditure$ (excluding GST)Media buy1,423,295Creative and campaign development241,868Research and evaluation99,650Print and collateralN/AOther campaign costsN/AVictorian Responsible Gambling Foundation: Bet Regret At Risk Gambling Campaign Phase One (Re Run) and Phase TwoSummaryThis campaign targeted men and women aged 18-39 who display risky gambling behaviour, including those who gamble irregularly and/or display risky behaviour rarely. DurationFebruary - March 2015Campaign advertising expenditure$ (excluding GST)Media buy1,494,385Creative and campaign development109,262Research and evaluation107,300Print and collateral15,052Other campaign costsN/AVictorian Responsible Gambling Foundation: It’s Not Just Gamblers Who Need Help, Family and Friends Problem Gambling CampaignSummaryThis campaign targeted men and women aged 25-54 (female skew) who are the family and friends of a problem gambler. DurationApril - May 2015Campaign advertising expenditure$ (excluding GST)Media buy1,606,721Creative and campaign development305,348Research and evaluation79,300Print and collateral465Other campaign costsN/AVictorian Responsible Gambling Foundation: Many Ways To Get Help Problem Gambling CampaignSummaryThis campaign targeted male and female problem gamblers aged 25-39 (primary), and problem gamblers aged 18-24 and 40-54 and significant others (secondary).DurationMay - June 2015Campaign advertising expenditure$ (excluding GST)Media buy1,341,564Creative and campaign development192,149Research and evaluation66,700Print and collateralN/AOther campaign costsN/AVictorian Responsible Gambling Foundation: Find Your Voice Youth Helpline CampaignSummaryThis campaign targeted young people aged 15-18 who are concerned about their own gambling or someone else’s gambling. DurationJune - July 2015Campaign advertising expenditure$ (excluding GST)Media buy298,360Creative and campaign development146,770Research and evaluation130,000Print and collateralN/AOther campaign costsN/AVictorian Responsible Gambling Foundation: Search Engine MarketingSummarySearch engine marketing (SEM) ensures the prominence of Gambler’s Help information when the community are searching for information. These Google advertisements promote a range of help services and direct traffic to either the foundation website or telephone services. DurationJuly 2014 - June 2015Campaign advertising expenditure$ (excluding GST)Media buy178,529Creative and campaign developmentN/AResearch and evaluationN/APrint and collateralN/AOther campaign costsN/AVictorian Responsible Gambling Foundation: Convenience Advertising within Gaming VenuesSummaryIn-venue advertising places responsible gambling and help services messages in all bathroom conveniences in or near gaming rooms in almost all venues in Victoria. DurationJuly 2014 - June 2015Campaign advertising expenditure$ (excluding GST)Media buy627,377Creative and campaign developmentN/AResearch and evaluationN/APrint and collateralN/AOther campaign costsN/AWorkSafe: Insurance ProtectionSummaryA campaign designed to raise awareness and understanding of the protection offered to employers and workers by the WorkSafe workers compensation insurance scheme.DurationOctober – December 2014Campaign advertising expenditure$ (excluding GST)Media buy2,265,823Creative and campaign development266,836Research and evaluation45,928Print and collateralN/AOther campaign costs58,504WorkSafe: HomecomingsSummaryA campaign to remind Victorian workers of the importance of workplace safety and support and encourage Victorian industry to focus on health and safety and voluntarily comply with the law.DurationNovember – December 2014Campaign advertising expenditure$ (excluding GST)Media buy483,812Creative and campaign development52,940Research and evaluationN/APrint and collateralN/AOther campaign costsN/AWorkSafe: Enforcement (Every 12 minutes)SummaryAn enforcement-related campaign designed to remind employers that WorkSafe inspectors are out and about enforcing the law.DurationApril 2015 Campaign advertising expenditure$ (excluding GST)Media buy805,929Creative and campaign development90,223Research and evaluationN/APrint and collateralN/AOther campaign costsN/AWorkSafe: Return to work (Getting Back)SummaryA campaign to promote the value of returning to safe work for injured workers. DurationMay – June 2015Campaign advertising expenditure$ (excluding GST)Media buy1,619,236Creative and campaign development813,865Research and evaluation40,480Print and collateralN/AOther campaign costs29,008Zoos Victoria: Summer School HolidaysSummaryZoos Victoria’s summer campaign focused on promoting Splash at Healesville Sanctuary, the new Lion Gorge exhibit at Melbourne Zoo and Hippo Beach at Werribee Open Range Zoo, in order to drive visitation and ticket sales for all three zoos. DurationNovember 2014 – February 2015Campaign advertising expenditure$ (excluding GST)Media buy180,029Creative and campaign development15,452Research and evaluationN/APrint and collateralN/AOther campaign costs3,794Zoos Victoria: Autumn School HolidaysSummaryZoos Victoria’s autumn campaign focused on promoting Celebrate Corroboree at Healesville Sanctuary, Wombat’s Secret Maze at Melbourne Zoo, and Gorilla Rangers on Patrol at Werribee Open Range Zoo, in order to drive visitation and ticket sales for all three zoos. DurationMarch – April 2015Campaign advertising expenditure$ (excluding GST)Media buy199,951Creative and campaign development10,087Research and evaluationN/APrint and collateralN/AOther campaign costs2,945Zoos Victoria: Membership AcquisitionSummaryMembership advertising is undertaken in order to increase awareness of the Zoos Victoria membership scheme and its benefits, and drive membership sales and enquiries. DurationSeptember 2014 – May 2015Campaign advertising expenditure$ (excluding GST)Media buy289,327Creative and campaign development14,818Research and evaluationN/APrint and collateralN/AOther campaign costsN/A ................
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