TAC

Summary

Nobody expects to die or get seriously injured on the road – so when it does happen, it’s shockingly sudden. In the wake of these tragic moments, the reality is often fully realised via the smallest, simplest and most mundane parts of life- those abruptly left unfinished.

Together with the TAC and Road Trauma Services, we created an interactive AR-enabled gallery experience that showcased seven items from seven lives that were forever changed by the road. Through “Left Unfinished”, we gave voice to these 7 victims and their families, enabling them to share their stories as a profound reminder to all road users.

The exhibition was on display at the Melbourne Museum before touring across regional Victoria.

Results

• 2.4M Reach (55% of the Victorians aged 18-45)
• 3x uplift in the TAC’s average click through rate, generating 17K total clicks to website
• Successfully launched the TAC’s first AR experience, fostering 4.3K unique AR experiences, with 14K total (digital and IRL) exhibition attendance
• 1.4M campaign engagements (Engagement Rate 3x uplift in TAC benchmark)
• 450% uplift in social shares, fostering potent peer-to-peer advocacy and shared responsibility amongst Victorian road users