In 2012 we started tackling a new road safety issue for NZ Transport Agency at Clemenger – drug driving. The first phase was an integrated campaign designed to generate conversation to get the issue on the agenda and deliver insights for future campaigns.
As an exercise in using channel integration to grow awareness and create conversation it was hugely successful. And as a foray into more Agile marketing it was particularly rewarding to work on. I gave a presentation on this aspect of it for the Marketing Association recently that I’ll post at some point.
You can see more details in my Behance project for the campaign.