TAC Activation,
Melbourne Town Hall
Melbourne Town Hall
Initial sketch….
To the rendered design
To the final result!
The Challenge:
The Transport Accident Commission (TAC) wanted to raise awareness of road safety in a fun and engaging way during the Melbourne International Comedy Festival, a high-traffic event known for its lighthearted atmosphere. “The TAC’s efforts to promote road safety as part of the Roadshow come as the number of lives lost on Victorian roads this year has surpassed 100, sitting at 116 compared to 86 at the same time last year. So far in 2023, 70 people have died on regional roads.”
The Solution:
Crowd Culture in partnership with Ballpark Australia designed and executed an interactive outdoor display outside the Melbourne Town Hall, a central location with high foot traffic throughout the festival.
Strategic Placement & Early Activation:
The display’s prime location outside the Melbourne Town Hall ensured maximum visibility for festival attendees. Along one of Melbourne’s most recognisable streets, this location generated strong brand recognition and delivered an important message. Early set-up times (5 am) were crucial to avoid disruption during peak traffic hours.
Complementing the Comedy Festival Spirit:
Our design team created a display that aligned with the TAC’s messaging while complementing the comedic spirit of the festival. This showcased Crowd Culture’s ability to adapt to unique event environments and prioritise audience engagement.
Key Design Elements
Eye-Catching Display:
- - Purpose Built Outdoor Media Screen
- - Custom Built and Designed lifesize Traffic Sign
- - Weatherproof Screen and Display to cope with a varying Melbourne environment!
Compelling Content:
The display featured compelling content that delivered the TAC’s road safety message in a clear, concise, and humorous way, leveraging the festival’s lighthearted atmosphere.
Supporting Television Displays:
Throughout the activation period, strategically placed televisions displayed engaging TAC graphics and messages, reinforcing road safety awareness.
Recently, the stand has been repurposed to be used across the Good Food and Wine Shows across Australia, and has allowed Sodastream to maximise the use out of their set whilst also highlighting their commitment to sustainability within the event industry. Through developing a modular system, this has allowed Sodastream to use their display in a number of different shapes and layouts, allowing them to attend more shows and venues, with the same display.
Results
With over 700,000 Comedy lovers visiting shows across Melbourne, along with the regular CBD commuters in one of Melbourne’s most recognisable streets, this display was able to capture the attention of millions of people. Delivering an important message to everyone who passed by, we gathered a lot of attention and brought strong brand recognition to a very important initiative.
For the Comedy Festival, it was one of the first custom-designed pop-ups of its kind has allowed the festival to grow.
Lessons Learned:
Through the Comedy Festival, we were able to deliver a unique and custom pop-up that was able to deliver key messaging for TAC, alongside Ballpark Australia. This pop-up highlighted Crowd Cultures’ versatility to build anything from indoor Expos and Tradeshows to Outdoor Displays that can last for over 30 days in challenging conditions.
The TAC activation at the Melbourne International Comedy Festival is a prime example of Crowd Culture’s ability to create impactful experiences that resonate with target audiences. By leveraging strategic placement, a design that complemented the festival’s spirit, and the inclusion of supporting television displays, we successfully delivered the TAC’s road safety message memorably within the lighthearted festival atmosphere.
Check out The Video!
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