BCM takes a road trip for QLD Transport

BCM has launched the new Road Trip project for the Queensland Department of Transport and Main Roads.

Underpinning the campaign is a custom-built website providing new drivers and their supervisors with all the tools and resources required to navigate the Queensland licensing system. The site is also supported by social media and print material.

Road Trip features a series of animated videos, an interactive game, instructional videos,  fact sheets, quizzes and facility for young drivers to build their own avatar and make a safe driving pledge.

With creative based on a papercraft style - produced by BCM with the assistance of illustrator Guillaume Pain aka Tougui – the images explore the iconic Queensland landscapes with the aim of expressing there's still fun to be had even when focusing on safety.

Online technology and social media have been utilised to provide an immersive experience delivering key messages in an interactive, easy-to-understand and timely way.

The 18 month-long project is the result of extensive research into the behaviour and attitudes of young drivers when making their way through the process to gain their driver licence.  Website useability testing has shown significantly higher positive results according to testers.