Transport for NSW and the NSWRL Blues launch new ‘Decision Time’ social campaign via Gemba
The ongoing road safety campaign ‘The Knock-On Effect’, created by Gemba to leverage Transport for NSW’s partnership with NSW Rugby League, has been instrumental in bringing the topic of road safety to the forefront of public discussion. This year’s campaign, Decision Time, continued this by leveraging the players and coaching staff of the Westpac NSW Blues.
The idea was simple: On and off the field, players are faced with everyday decisions that have an impact on their lives – so we put our players’ decision-making skills to the test.
Decision Time saw players responding to a series of rapid-fire ‘this or that’ questions on an interactive touch screen. The questions started light-hearted to get to know our players’ personalities – sauna or ice bath, cardio or weights, heavy metal or hip-hop? They quickly changed to more serious road safety issues, including questions related to speeding, fatigue and drink driving. When it came to decisions on the road, it became clear there was only one correct answer.
This content features Rugby League stars, including James Tedesco, Josh Addo-Carr, Cameron Murray and legend of the game – Greg Alexander.
Says Alexander: “Some decisions are all about you, some are much bigger than that.”
Accompanying the Decision Time content, Gemba produced in-stadia, stadium activation, and digital and social assets. The campaign will be live for The Knock-On Effect NSW Cup and live across NSW Rugby League’s social channels and website.
Client: Transport for NSW
Sponsorships & Partnerships: Laila Burazerovic
Lead Agency: Gemba
Executive Creative Director: Boyd Hicklin
Creative Director: John Weir
Head of Creative & Production: Alexandra Longbottom
Creative Producer: Ally Kirkwood
Graphic Designer: Honey Terrill
Senior Account Director: Ross Gonsalves
Account Management: Daniel Morris
Senior Marketing Consultant: Branden Stobbs
Director: Nicholas Snelling
Executive Producer: Luke Coulson (Content and Commercial Productions)
Director of Photography: David Guest
Post-Production: Mr Fox Post Production
Grade: Marty Greer
Sound: Final Sound
6 Comments
Wasnt the state of origin like 2 months ago?
Oof, missing a stronger link between the creative and the message.
A fun way to get athletes involved in a serious message 🙂
Not an NRL fan at all, but I actually dug this. The athletes comes across very natural and likeable (which is a hard thing to always pull off), and the idea itself is a fun, clever way to land what could be an otherwise stern message. Agreed it’s a shame it didn’t land during Origin, but one wonders if league fans will really mind.
Hi Transport people – please stop trying to do marketing. Just spend your money elsewhere this is appalling. Gemba please stop trying to do ads.
Knock-On Effect is a cool thought. It’s just completely absent in the idea until the end-frame.