Akcelo to deliver TAC Campaign and road safety activations for Australian MotoGP
Jon Kenyon: "This is significant work at an iconic Victorian event. We’re eager to engage MotoGP fans and riders to enact change."
Akcelo has been appointed by the Transport Accident Commission (TAC) to deliver an impactful road safety campaign aimed at motorcycle riders.
The campaign is set to launch at the upcoming 2024 Australian MotoGP at Phillip Island that hosts over 100,000 people from across the state and country.
The engagement will also see the brand experience and innovation company spearhead a highly targeted, interactive event activation at the MotoGP for riders to reinforce the campaign message and build engagement with the rider community.
Jon Kenyon, managing partner Melbourne at Akcelo, said: "This is significant work at an iconic Victorian event. We’re eager to engage MotoGP fans and riders to enact change."
"The need to drive behaviour change for Victorian riders and increasing their use of protective clothing is paramount," Simon McCrudden, brand strategy partner at Akcelo, said. "Riders represent under 4% of all registrations but account for 25% of serious injuries and 18% of deaths on the road. This brief is one we are excited to partner with TAC in helping solve."
This campaign win comes after Akcelo announced the appointment of Sean La Brooy as group strategy director. His return to Australia comes after he spent the last five years at Droga5 New York in a series of senior strategy roles.
La Brooy has worked on many major projects, from defining the global brand strategy for Meta to Super Bowl spots for Molson Coors and multiple high-profile global pitch wins, including Xbox, Levi’s, Coors Light, and Tourism Australia.
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As group strategy director La Brooy will work across Akcelo’s Australian and North American offices and global client roster, including McDonald’s, TikTok and Asahi Beverages.
La Brooy said of his new role at the independent brand experience agency: ‘I’m thrilled to be joining Akcelo after years of admiring their modern and innovative approach to making an impact for clients. It’s fantastic to be back on home soil and be given the chance to help drive their continued success.”
