VicRoads launches ‘Unlock the Grid’ campaign via Visual Jazz Isobar to tackle traffic congestion

VicRoads, via digital communications agency Visual Jazz Isobar (VJI), has launched Unlock the Grid, a campaign designed to help reduce Melbourne’s traffic congestion by giving commuters a personal congestion score that rates their direct impact on the city’s roads.

At unlockthegrid.com.au, Melbourne commuters can calculate their congestion score and receive suggestions on how to reduce it, such as changing their mode of transport or time of travel. It is believed to be the first time that VicRoads data has been used to calculate an individual’s impact on traffic.

VJI worked with VicRoads engineers to model the score, with 0 the lowest possible score for someone who doesn’t travel whilst someone who drives a lot and alone at peak times would score closer to 100.

All elements of the campaign centre on the Unlock the Grid website, with social media, PR and media driving traffic to the site. The campaign concept and all digital components were developed by VJI, who worked with Haystac, Mitchell & Partners and emitch to roll out all the marketing elements.

Gaming mechanics are used to drive competition and the social aspects of the concept, with users able to challenge their friends to see who has the lowest score and sharing mechanisms to spread the word about Unlock the Grid through social media channels.

Says Gavin Heron, Executive Creative Director at VJI: “Unlock the Grid will resonate strongly with anyone who crawls through peak hour traffic on Melbourne’s roads. We’re driving a message of personal responsibility and also getting Melbourne to band together to help reduce congestion through all the social aspects of the campaign.”

“The website has been built using responsive design methodology, adapting to any mobile device to ensure we achieve maximum reach. Given the audience focus is strictly Melbourne people, we’ve also had a lot of fun developing the creative that residents will relate to, including playing on typical Melbourne traits like black clothing, good coffee and hipsters, several of whom were involved in the campaign.”

PR agency Haystac is managing media relations for the campaign along with a corporate engagement program. The Haystac team will also run an activations event in the CBD where branded merchandise and information about Unlock the Grid will be handed out to commuters, encouraging them to calculate their own congestion score.

Mitchell & Partners and emitch have partnered with Austereo for a month-long radio and social media Unlock the Grid campaign.