Akcelo has partnered with the Transport Accident Commission (TAC) to launch the Use Protection campaign at the Qatar Airways Australian Motorcycle Grand Prix 2024 on Phillip Island.
With over 80,000 attendees from across the country, the initiative aimed to transform riding habits by promoting the importance of protective gear among Victorian motorcyclists.
This activation was designed to resonate with riders who came to the Australian Motorcycle Grand Prix for the thrills, not safety lectures.
Akcelo crafted an interactive campaign that engaged motorcyclists with a fast-paced quiz testing their knowledge of protective gear, with opportunities to win prizes.
The word is centred around an immersive experience at the GP Expo and was supported by prominent billboards and banners around the racetrack, ensuring maximum visibility.
The Rider Innovation Display showcased the latest in motorcycle gear, blending cutting-edge style with advanced protection.
Trackside trivia and engaging social media content amplified the safety message
beyond the event.
Akcelo CEO Aden Hepburn said riders account for 18% of road deaths in Victoria.
“Riders make up just 4% of vehicle registrations but account for 25% of serious injuries,” Hepburn said.
“As a new rider myself, these stats are alarming and highlight just how critical this project is in promoting safety and changing.”
Credits:
Client - Transport Accident Commission (TAC)
Executive General Manager: Jacqui Sampson
Senior Vehicle Safety Specialist: Julian O’Loughlin
Partnerships & Community Engagement Team Manager Order Community Division: Jake Johnson
Partnerships Advisor: Georgia Hillman
Creative Agency - Akcelo
Managing Partner Melbourne: Jon Kenyon
Partner, Strategy: Simon McCrudden
Director, Events & Activations: Britt King
Project Director: Ian Davidson
Junior Event Producer: Ben Turner
Senior Account Director: Jenna Featherstone
Group Creative Director: Louise McQuat
Creative Team: Ilya Aronovich & Misha McDonald
CEO: Aden Hepburn
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