VPlates
VicRoads Custom Plates' challenge was never the product. It was reaching every type of car owner in Victoria with content that spoke their language.
Heritage enthusiasts want one thing. Performance buyers want another. Lunar New Year buyers something else entirely. We built campaigns for each, across photo and video, that drive awareness and purchase intent without ever feeling like government marketing.
The first time Victorians could put any seven digit number on their car. A studio campaign built around the icons of Australian car culture
Every plate tells a story. Our job was making sure that story landed with the right buyer.
Heritage plates are limited, original, and as rare as the cars they sit on. We took them to Jackalope and let the artwork do the talking.
Lucky numbers, lion dance, supercars under the city lights. A campaign for the buyers who put real meaning into their plate.
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