#porty sanralTVtariff
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SANRAL South African National Roads Agency Limited PROJECT SANRAL e-toll ‘Tariff tests’ campaign GOALS SANRAL used their system, which had been operational for testing prior to going live to monitor 2.5 million vehicles over three months, giving exact indications of costs road users could expect. They wanted to use this data to address some public concerns over potential costs as there had been sensational and inaccurate speculation within the media. RESPONSE The new commercial combined live footage edited and overlaid with graphics in the style established for the original launch campaign. This 'live action' approach was adopted to communicate that these percentages were not estimates, but based on actual collected data. Starting with the original beetle 'hero' we feature three other 'everyman' vehicles to indicate the broad breakdown of expected tariffs by population percentage giving a clear indication that costs indicated in media speculation were being exaggerated to generate controversy. OUTCOME Combining real world data captured from an operational system ,with the message and tone from the original launch campaign, provided unequivocal evidence of actual costs to Gauteng’s road users thereby addressing one of the chief PR issues affecting the implementation of the new toll roads. SKILLS Creative direction Adobe Creative Suite Adober After Effects Animation Editing
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Transcript of #porty sanralTVtariff
SANRALSouth African National Roads Agency LimitedPROJECTSANRAL e-toll ‘Tariff tests’ campaign
GOALSSANRAL used their system, which had been operational for testing prior to going live to monitor 2.5 million vehicles over three months, giving exact indications of costs road users could expect. They wanted to use this data to address some public concerns over potential costs as there had been sensational and inaccurate speculation within the media.
RESPONSE The new commercial combined live footage edited and overlaid with graphics in the style established for the original launch campaign. This 'live action' approach was adopted to communicate that these percentages were not estimates, but based on actual collected data.
Starting with the original beetle 'hero' we feature three other 'everyman' vehicles to indicate the broad breakdown of expected tariffs by population percentage giving a clear indication that costs indicated in media speculation were being exaggerated to generate controversy.
OUTCOMECombining real world data captured from an operational system ,with the message and tone from the original launch campaign, provided unequivocal evidence of actual costs to Gauteng’s road users thereby addressing one of the chief PR issues affecting the implementation of the new toll roads.
SKILLSCreative directionAdobe Creative SuiteAdober After EffectsAnimationEditing
