NRMA Motoring & Services offers people the ultimate commute in new online initiative ‘Live4’ and integrated campaign via Maverick PR
NRMA Motoring & Services has launched live4.com.au, a new interactive lifestyle website that aims to provide the under-40 demographic with a daily escape online, dedicated to things they ‘Live4’ via Maverick PR.
Live4.com.au boasts a broad range of unique content, celebrity blogs, features and interviews covering six passion channels – sport, travel, entertainment, technology, lifestyle and car reviews.
Maverick PR took the insight for the campaign from the inaugural Live4 Commuter Survey undertaken by the NRMA to launch the site. The research found that one-in-four NSW commuters spend more time getting to work than on annual leave a year. Highlighting that 24 per cent spend up to one and a half hours a day commuting to and from work (22 days a year), which is two whole days more than the annual leave for most working Australians.
To bring these results to life and launch the new website, Maverick PR executed ‘Joyride – Live4 the Journey’. The campaign combined the fields of PR, blogger outreach, experiential and a media partnership with mX. Maverick PR took a seemingly average commuter bus and creatively wrapped it as the ‘Live4 Joyride Bus’. The vehicle was a mechanism to engage 85 promotion winners and media by treating them to something they really ‘lived for’ and helping them win back some of their wasted commuting time.
Giving consumers the option of an adrenalin adventure or an everyday lifestyle activity, the Live4 bus collected commuters from bus stops across the city dropping them at work, but with one ‘small’ detour – to either test out Australia’s first water-powered JetPack or take part in a celebrity chef master class with Massimo Mele.
Live4 celebrity blogger and ambassador, Tom Williams was shocked by the statistics.
Says Williams: “The Live4 survey highlights the need for us to spend more time doing the things we love. The fact we spend more time commuting that on annual leave is crazy! Live4’s all about using the mundane commute to focus on what it is we really Live4. Whether you’re into intrepid travel, getting to work via JetPack or just finding the ultimate ‘cheap-eat’, the site covers it all, so your trip to work can be inspired by what tomorrow could hold!”
The content and the site have been developed in conjunction with King Content.