TAC’s goes social with ‘Best in Slow’

Working with the TAC, Loud&Clear developed a campaign that directly targeted users of social media, with a particular focus on reaching younger drivers, who continue to be over-represented in road trauma.

The TAC’s “Best In Slow” campaign saw a production team responding to users who’ve tagged images of their pets through the #bestinslow tag on Twitter, Vine and Instagram. Within a few minutes, the user’s pet is the star of a quirky, personalised animated song with a subtle reference to “taking it slow”.

We wanted to do something friendly, a bit quirky and unique for TAC’s social campaign. People love posting pictures of their pets online and, hashtags like #dogsofinstagram have hundreds of thousands of followers, we thought, why not find a way to use the popularity of these hashtags, and how much people love their pets to get a message across?

Speeding is one of the biggest killers on our roads with excessive or inappropriate speeding contributing to around one in three road deaths in Victoria.

The #bestinslow playlist has been specifically designed to cater for this with tracks based on those from artists like Kanye West and LMFAO, but the catalogue can also suit older generations and their pets with inspirations ranging from Fleetwood Mac to The Eagles.