Challenge

Leading into the 2019 Federal Election, AAA saw an opportunity to engage grassroots support for increased investment in transport infrastructure as well as reinforce the leadership of AAA and its member clubs as political advocates. With a modest campaign budget, we needed to reach both voters and prospective MPs and create action.

Answer

The “My Money. My Transport” campaign reminded voters that Federal Government was spending their transport tax dollars and encouraged them to have their say in how these should be spent. We built a highly targeted social media campaign with multiple creative executions which were optimised based on engagement levels. We created a Facebook chatbot as well as a mechanism for voters to directly email their prospective MP and have their say.

Results

AAA achieved extraordinary results:

  • 9,200,000 impressions
  • Reached 1,200,000 voters
  • Generated 240,000 messages to candidates
  • Put the issue of transport infrastructure firmly on the agenda.

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