Hey Sydney, here’s how to not get trammed.
Us Sydney drivers think we’re pretty good behind the wheel, but with the introduction of a new light rail, we’ve got a tramload to learn. As the opening of the CBD and South East Light Rail (CSELR) drew closer, we were tasked with raising awareness of tram activity and the risks associated with sharing the road with our shiny new light rail system.
Research showed our audience was so familiar with the road system that behaviours were deeply ingrained, and nobody was keen on having a finger waved at them by the government. Our approach was therefore casual and relatable, with our hero commuter character experiencing situations (new traffic signals and signs, queuing across intersections, driving along the tracks) in a deadpan comedic style.
Our campaign videos took a unique approach in that a voice over the car radio delivered the educational messaging - to snap drivers out of auto pilot. Shot in live action with a light-hearted tone, the radio presenter explains the lay of the land to our driver in a humorous way.
A mix of animation and live action gave us the flexibility to convey important information in an easy-to-understand way. A successful first step on the road to our drivers and tram drivers living in harmony.