Cooch Creative

Celebrating 20 years. The initial northbound stage of Perth’s first Smart Freeway was the largest Intelligent Transport Systems (ITS) project undertaken by Main Roads WA, at the time. We were initially commissioned to support the communications team at MRD to help develop the key message hierarchy and overarching communication strategy. The initial consultation ended up being a five-year project culminating in the launch of the Smart Freeway. We designed the research plan, created the brand position (Smart Freeways Make Sense) and over one hundred pieces of digital and mainstream content, from a new website to a user video library, and marketing campaign. The brand and website are being used for the current southbound stage, as planned.

Celebrating 20 years. This one was a while back but is still the largest out of home campaign that we have ever created. The audience were tradies and the only mandatory was to retain the existing brand positioning statement, ‘If it’s not a Mrs Mac’s Take It Back’. We didn’t write it but we had a lot if fun using it to deliver a national campaign that appeared on billboards, buses, trains, servos and deli windows all over the place. As with everything outdoor, visually does it, and we did it with a fun series of ex*****ons. The most stressful part was having material in place for a simultaneous national launch. Some of the stuff had to be actually be printed and installed! Remember that?