ID Scanners
Office of Liquor and Gaming
A campaign for the Office of Liquor and Gaming Regulation (OLGR) designed to inform the community of the launch of ID Scanners within Safe Night Precincts. A delicate subject given the community concerns around privacy, in the face of a strong lobby campaign in the lead up to the launch date.
We developed a campaign solution that involved promoting the positive aspects of ID scanners and the benefits to those affected, particularly in the areas of personal safety. By executing a creative concept with a twist, combined with a modern graphical approach, we were able to develop a campaign that cut through on Digital and Social channels and was also supported with radio and in-venue posters to reinforce the key messages.
Implementation.
In consultation with Mediacom we developed a highly effective paid social media campaign utilising Facebook and Spotify.
With a limited production and media budget in Week 1 alone, reach was in excess of 220,000 in our targeted audience with in excess of 80,000 video views. In addition to paid media government and non-government partners, including both the Queensland Police Service and TEQ, were consulted and shared our content through their extensive social media networks.
Post campaign evaluation indicated both patrons and venues were better prepared for the law changes which in turn reduced stress on the industry upon implementation of the ID Scanners.
Results Summary.
ID Scanner – Go Go
ID Scanner – Check In
ID Scanner – Misbehave