The Substantial Reach that IMC brings to the TAC

The Transport Accident Commission (TAC) is a Victorian Government organisation whose role is to promote road safety, improve the State’s trauma system and support those  injured on our roads (TAC Victoria). The funds the TAC needs to perform these functions come from payments made by Victorian motorists from their vehicle registration fees.

20 years of TAC TV advertising

Hard hitting advertising

The TAC has for a number of years, been at the forefront of Integrated Marketing Communications (IMC) with activity consistently occurring across different platforms such as TV, print and radio (Chitty et al 2012). The TAC campaigns have historically had a shock and awe approach, particularly the graphical, and emotive television spots.

A Spokes TV spot, the motorcycle safety initiative of the TAC.

The IMC goal for a road safety campaign is to develop compelling messages that influence motorist’s behavior to slow down (Chitty et al 2012). A creative approach is taken to redirect driver behavior given the large target audience: active motorists. Chitty et al, (2012), goes further, stating that emotional appeals, education programs and law enforcement are the three steps used. Iacobucci (2013), further substantiates this argument, stating that IMC is one of the best ways to capture splintered audiences across the various media that engage them. Luxton et al 2015l also note that the true mechanisms of transmitting the firm-level benefits of an IMC capability are likely to be campaign effectiveness (particularly relevant to the TAC), and brand market performance.

tac-the-ride-outdoor

A TAC advertisement for Spokes, the motorcycle safety initiative

Iacobucci (2013), recognises that research suggests a positive relationship between IMC practices and good brand outcomes, brand loyalty and high levels of awareness. Many of the advertising campaigns that the TAC has instigated, are now common phrases in the vernacular of the population of Victoria. If one were to say Wipe Off 5, Drink Drive Bloody Idiot, or Speed Kills, there would be instant recognition back to the TAC campaign. These messages have been effectively delivered over multiple communication platforms, including  television, radio, print, billboards, and prominent signage and sponsorship of football, including at junior levels with the TAC Cup. 

Leveraging different platforms

The TAC runs multiple IMC campaigns as it has multiple population segments and demographics to reach. By undertaking this approach, and ensuring the use of different platforms, the TAC can ensure consistent messaging  whilst adhering to the overarching strategy of improving road safety and reaching the target audience.

tac-hands-up

Example of a graphic print ad for the Spokes campaign.

A major TAC campaign is Spokes, which includes a website for motorbike riders with information on protective clothing,rider safety, events, latest news and great rides in Victoria (TAC). Spokes is part of the their commitment and the core of their IMC strategy to helping reduce the death and serious injuries of motorcyclists on Victoria’s roads (TAC).

The TAC also successfully extends their communication activity beyond the traditional outlets to ensure they target the complete market, including social media.Their strong social media platform, with a campaign titled “Roadtrip Forever” combines  traditional storytelling with social media technology. It integrates Facebook content, delivering a deeply personalised experience.. Being able to share this with friends extends the reach of the TAC’s awareness initiative.

An example of a campaign designed to target a range of ages.

Does the IMC process work for the TAC?

Clearly, the TAC campaigns have been successful. Iacobucci (2013), highlights that that the philosophy behind IMC is logical, to keep in mind the company’s overarching message, and ensure that all marketing activities send a constant message.TAC chief executive Stephen Grant (Drive 2010), claimed the reduction in the road toll in the past decade – down from 776 deaths in 1989, to a low of 252 in 2015– was due largely to high-impact advertising campaigns conducted by his organisation.”Our evidence is that high-impact, shock advertising does work,” he said. This is also supported by Chitty et al (2012), that the result of TAC campaigns was that after three years the road toll was reduced by half, while the number of cars using Victorian roads rose by 37 per cent.

Author Lachlan Cruise WordPress ID @lcruis. Deakin University ID 2000129368 lcruis@deakin.edu.au

References

Chitty, William. & Barker, Nigel. & Valos, Michael. & Shimp, Terence A.  2012,  Integrated marketing communication / William Chitty, Nigel Barker, Michael Valos, Terence A. Shimp  Cengage Learning South Melbourne, Vic

Drive, More shock ads to curb road toll”, 2010 http://www.drive.com.au/motor-news/more-shock-ads-to-curb-road-toll-20100823-13h96.html Viewed 7 May 2016

Iacobucci, D. (2014). Marketing Management (MM), 4th Edition, South-Western, Cenage Learning, Mason Viewed 7 May 2016

Luxton, S, Reid, M, & Mavondo, F 2015, ‘Integrated Marketing Communication Capability and Brand Performance’, Journal Of Advertising, 44, 1, pp. 37-46, Business Source Complete, EBSCOhost, viewed 9 May 2016.

The Inspiration Room http://theinspirationroom.com/daily/2013/tac-roadtrip-forever/

Transport Accident Commission (TAC),  http://www.tac.vic.gov.au/about-the-tac, Viewed 7 May 2016

 

 

 

 

 

 

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