VicRoads’ new brand campaign for its Custom Plates division had one key job – to drive home the idea that Custom Plates were the ultimate vehicle for self-expression, making them a natural choice for every Victorian.
Our campaign platform – ‘There’s a plate for everyone’ – is a proclamation to all Victorians that when you give your car custom plates, it becomes uniquely and proudly yours. The centrepiece of the campaign was a state-wide TVC that exemplifies the campaign platform, demonstrating just how powerfully Custom Plates could capture the passions and personalities of all Victorian drivers.
The campaign was rolled out over multiple marketing channels, including OOH, radio, digital ads and social channels.
About Cassette
At Cassette, creativity intersects with communications strategy, and integrated campaigns are delivered via memorable and compelling content. It’s what drives success for our clients and sets us apart as a rare triple threat.
