Earned & Owned: Maximizing Digital

Unlock the Grid

Visual Jazz Isobar
VicRoads

Gold Winner

Branded Utility

“...by having a clear, metrics-driven goal, participants and the brand could point to success, inspiring others who may have been cynical or initially uninterested to get involved.”

Laurie Koehler

Laurie Koehler
Senior Marketing Manager, Consumer Campaigns, Americas Marketing Group,
Intel Corporation

With traffic congestion in Melbourne, Australia, at an all-time high, VicRoads asked Visual Jazz Isobar to help them out of the jam. Their solution: turn Melbourne’s traffic congestion into a game where everyone wins called Unlock the Grid, which challenged drivers to change their driving habits to lower their individual “congestion scores.” The gamification of commuting worked. In just four weeks, nearly 8,000 congestion scores were generated, more than four times the original objective—and traffic congestion was markedly improved.

Unlock the Grid is important for two reasons: the value of generating a new idea—a social and competitive digital game intended to change the quality of life on a mass scale—and, secondly, reinforcing the idea that one person can make a difference if they are working toward the same goal as others. As an example, one dollar to solve “world hunger” isn’t much, but if everyone put in a dollar, suddenly that would be a lot of money toward solving the cause. In Melbourne, this campaign inspired individual drivers to work together to combat congestion, and it worked. What makes this campaign so interesting is that by having a clear, metrics-driven goal, participants and the brand could point to success, inspiring others who may have been cynical or initially uninterested to get involved. The more this campaign created change, the more it inspired change.”

Laurie Koehler, Senior Marketing Manager, Consumer Campaigns, Americas Marketing Group, Intel Corporation

Select Success Metrics

Case Study

Why it Won