KEYS 2 DRIVE
Back to workDRIVING AN IMPORTANT CAMPAIGN MESSAGE
Brand Identity, Promotional Collateral, Signage, Press Advertising, Copywriting, Campaign Strategy, Website Design & Development, Interactive & Digital Media, Email Marketing, Online Advertising
KEYS 2 DRIVE is an Australia-wide education program for new drivers, their supervisors, and driving instructors working together towards the goal of zero harm in the first six months of P plate driving.
It aims to make newly licensed drivers much safer on our roads. KEYS 2 DRIVE is the largest national learner driver safety program in Australian history. Coordinate was engaged by KEYS 2 DRIVE to re-develop the program's national marketing and communications strategy including brand identity, visual language and marketing collateral.
The challenge was to create a dynamic, professional brand that would appeal to the wide variety of stakeholders involved with the program. As a result, the Coordinate team developed a brand which was innovative, fresh, and engaging and which could be consistently and seamlessly applied throughout all communication mediums.
Branding
The program's coaching philosophy provided a sound foundation and insight for the branding concept. Coordinate developed a strong visual brand that communicated the identity through symbols and words. Supporting visual language was also created to provide the brand with substance and emotional appeal.
Coordinate developed a strong visual brand that communicated the identity through symbols and words. Two colours were chosen to provide the brand with depth, visual appeal and energy. The contrast of the orange and blue enhanced the look and feel of the brand materials particularly at state launches throughout Australia.
Supporting visual language was also created to provide the brand with substance and allowed the brand to come to life across print collateral and online flash advertisements.
Advertising
A number of advertising materials were created to promote the program including, flash banner advertisements on prominent Australian websites, learning to drive postcards, refer a friend discs, and flyers. Coordinate also designed multimedia presentations for inclusion in shop fronts and to be shown at conferences.
Design
Brand collateral was designed to promote the program at state launches and through the professional driving instructor industry. A comprehensive information kit and "Action Pack" was created, which included presentation folders and a foldout brochure. Eight pull-up banners were designed and printed, and used to brand special events at schools and media events across Australia. Coordinate also provided print management services to KEYS 2 DRIVE.
Digital
The Coordinate team designed and developed a series of electronic newsletters distributed as PDF templates and email marketing. The newsletters were designed to communicate with targeted stakeholders of the program on a regular basis.
ACT Video Launch
Coordinate engaged Screencraft Media to film the ACT Launch held at Daramalan College.
Sunrise Video
Former Prime Minister Kevin Rudd presents the Keys 2 Drive free lesson to Jessica Watson, following her epic journey sailing around the world. Captured in the video is the brand identity and presentation folder created by the Coordinate team.