AUSTRALIA

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VicRoads

To tackle increasing traffic in major cities, we created a platform that could generate a live congestion score and change driver behaviour.

VicRoads

The results

With no media spend, the campaign reached almost 750,000 people.

The challenge

How could we change people'e behavior to reduce Melbourne's traffic congestion?

Melbourne Australia is one of the world’s most liveable cities, but it’s facing a problem all too common around the world: As the population continues to rapidly grow, so does the level of traffic congestion on the roads. To help reduce the problem, we decided to challenge Melbourne to band together and turn traffic congestion into a game where everyone wins.

The idea

We created a platform that could generate a live congestion score for the city.

In a world first, we worked with city traffic engineers to model a live congestion score for the city - the lower the score, the better. It allowed Melburnians to calculate their personal score, and challenge their Facebook friends to do the same. To help people lower their scores, we created fun challenges and achievements around all the little things that make a big difference.


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