Case Study. How AdOnCar helped drive the Life! Taking Action Diabetes campaign in Melbourne

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1 77 Church Street Hawthorn Victoria Australia 3122 t: f: e: info@adoncar.com.au ABN Case Study How AdOnCar helped drive the Life! Taking Action Diabetes campaign in Melbourne

2 About AdOnCar AdOnCar is an Out- Of- Home advertising company with a twist. It displays advertising on car fleets travelling extensive distances within defined geographic areas. Although similar to other providers in that it offers regionally targeted advertising opportunities, it does so at a fraction of the cost of traditional advertising and its operations differ greatly. AdOnCar s fleet predominantly consists of Not For Profit homecare nursing and disability service providers cars. They are driven by highly respected professionals and travel over nine million kilometres each year. These cars also make thousands of stops each year at patients houses providing an excellent static roadside billboard opportunity. In effect, these cars combine the high impact effectiveness of transit advertising like buses and trams, with the cut- through of static billboard advertising. The positive brand association that advertisers are able to generate from being involved with these community organisations is inestimable. In addition, a significant portion of all advertising revenue is channeled directly to them to continually improve people s lives. In the first 12 months of operation alone AdOnCar has generated over $150,000 in revenue for this purpose. This revenue funds more than 2,000 tanks of petrol, 3,000 hours of direct patient/client care, or wages for 3 full- time carers for a year. Involvement with AdOnCar, and by default in projects like these, is desirable for clients who want to be socially responsible at the same time as tapping into excellent brand awareness- raising advertising solutions.

3 It s not hard to see the potential of AdOnCar. Just think of the thousands of pathology and home- care nursing vehicles that are on the road at any one time. Now, picture each vehicle as an agile, mobile billboard, capable of carrying your advertising message thousands of kilometres a month within a specific geographic area. Marketing Objectives One client who sought to realise this potential was the Victorian branch of Diabetes Australia. As the leading charity representing all people affected by diabetes and those at risk, Diabetes Victoria were particularly looking to increase the awareness and perceived importance of their Life! Taking Action program. This is a potentially life- saving program targeting those at an increased risk of developing Type 2 diabetes. Diabetes is a serious disease that affects about 1.7 million Australians and currently there is no cure. It is the fastest growing chronic disease in Australia. Traditionally, the general public are slow to act on diabetes concerns as they don t understand or appreciate the serious consequences to their health.

4 Strategy While the Life! Taking Action program was already being promoted through more traditional mediums such as radio, TV and print, more needed to be done to increase the noise around diabetes and prevention, in order to impel people into action to find out more. Lisa Embling, Social Marketing Manager of the Life! Program explains, As the media market becomes more and more fragmented with more channels, we wanted to reach people out of home. The back of cars is quite a captured audience - when you are in traffic all you have to look at is the back of a car and take the time to read the message. Diabetes Victoria were especially keen to see their message on Royal District Nursing Service (RDNS) vehicles. Not only is the RDNS brand reputable, it also operates within the regions that the organisation wanted to target; specifically, concentrated areas of older people such as in and around nursing homes. The ability to put our message on cars within certain areas is an advantage in targeting the audience we wanted to reach. We also felt that health professionals would be seeing the vehicles, which would help to promote the message further, said Ms Embling. Creative Once the decision was made to utlise AdOnCar, Director Michael Hawkins promptly began coordinating the rollout of the campaign with minimal time or effort required by the client. In addition to the artwork, Mr Hawkins also proactively provided all supporting statistics, pictures and took care of all other logistical matters to ensure the entire process transpired as seamlessly as possible. I was very impressed with the (little) time it took to wrap the vehicles and how professional the wrapping looked. There was very little to organise or much of my time required implementing it. I have a whole record of the process and what happened when via , said Ms Embling.

5 Results Diabetes Victoria Over the following months, the wrapped vehicles left thousands of impressions across the defined geographic areas. This gave the Life! Taking Action program high- impact, regionally targeted exposure at a fraction of the cost of traditional advertising. Throughout the twelve- month campaign, Ms Embling has been very satisfied with the awareness generated by the AdOnCar vehicles. The colours, size and overall messaging were very clear and assisted us in meeting our objectives. I often get comments on how good the cars looked with the branding and it is very easy to read and recognise a Life! Taking Action on Diabetes message. Although, it is hard to measure where the expressions of interest generate from, we feel that the cars help to generally increase the noise and reach of the Diabetes prevention message. It complements other media by increasing the amount of times the general public are exposed. They may see the message on television, then in a print article then travel behind a RDNS car and think, I really should do something about that, it s everywhere so it must be important. In addition to the advertising impact, Diabetes Victoria was able to publicly align themselves with the charitable culture of AdOnCar. A significant percentage of the advertising spend funds medical research and as well other community projects in need of financial assistance. In this campaign alone over $50,000 has been generated for the RDNS. The Not For Profit Fleets The fleet companies have revised their business model to accommodate AdOnCar campaigns such as The Buzz. Fundraising is a highly competitive industry with over 700,000 organisations competing in this market place for a shrinking pool of funds. The ability to innovate and create new revenue streams is critical to their ongoing survival. AdOnCar advertisers are generating considerable revenue towards this. Not only are not for profits in receipt of a revenue stream that did not exist 12 months ago, but their cars are now more visible on the roads. Their brands have been enhanced by the relationship with Buzz Insurance, and they are pleased to be able to improve safety for the drivers. There have even been some of their drivers praising the tinting effect on the windows from a safety and driver comfort perspective. If you are seeking to complement and increase the reach of your existing marketing mix, make some noise with AdOnCar. Case study by kinetic copywriting