‘just like that’ was introduced in 2000 and quickly became public vernacular
The brand and ‘finger snap’ theme were immediately taken up by the public and just two months after the campaign launched, the Road Safety Task Force recognised that community involvement was unprecedented.
The ‘just like that’ campaign transformed what the government and the people of Tasmania could expect of the road safety campaign
‘just like that’ contributed to a reduction of between 12% and 18% in serious road crashes during its first term, and the first fatality-free Christmas and New Year holiday period ever.
EMRS Research Director, Tony Hocking reported, “‘just like that’ has the highest recognition level we have recorded for an advertising campaign amongst any target group.”
During the period 2002-2006, there was a 25% decrease in serious injuries.
Campaign material was used by TAC Victoria and other Australian states and territories based on its success.
The campaign won many national and international creative awards.
The launch commercials
Launch billboards
‘you blew it’
The drink drive campaign (2003) was as immediately popular - with extraordinary unprompted recall levels (high 90’s) - only just short of those reached by the more-established ‘just like that’ master brand (which reached 98% unprompted recall with 17-29 year olds)
Inattention
One of many sub-campaigns from ‘just like that’
‘What’s your plan?’
Another highly successful sub-campaign, this one for rural youth