The Transport Accident Commission (TAC) had a presence at a number of Victoria’s leading music festivals with “Vanessa” – their revamped former booze bus, providing patrons with free breath testing and road safety messages. The TAC sought to further leverage this relationship by engaging music festival artists involved and feature their messages via the Vanessa website.
Over the 08/09 Summer Music Festival period, Mushroom Marketing rallied the music industry to support Vanessa.
Through Mushroom’s network of contacts, international and Australian artists provided messages of support and practical tips on how to prepare for a festival road trip and enjoy the festival environment minus reckless on-road behaviour.
Mushroom’s crew filmed at key Music Festivals including Falls, Meredith, Soundwave, Big Day Out, Queenscliff, Apollo Bay and Chill Island.
55 one-on-one interviews were also undertaken with Australian musicians, road crew and music industry identities to promote safe and responsible driving behaviour. Artists included Bliss n Eso, Little Red, Josh Pyke, Birds of Tokyo, the Rock Wiz crew, Youth Group, Blue King Brown, Paris Wells, Kram, Augie March and Kate Miller-Heidke to name a few.
In support of the online drive via MySpace, Mushroom Marketing developed a number of exclusive “up close and personal” prize activations with winners and artists.