Brisbane City Council approached JSAcreative to address the challenge of educating and engaging with Brisbane residents about the obstacles that must be faced when planning the development of Brisbane’s inner city which was growing by approximately 1,300 people per week.
The objective was to engage with over 100,000 residents and we exceeded this with the game receiving engagement with 100,869 playing the game, 15,881 reaching the target of housing 1000 residents, and 5,267 filling in the post-game surveys.
The social videos reached 148,336 people with a total of 246,981 impressions, the addition of Snapchat as a channel saw engagement with youth soar. Additionally, the cinema advertisement achieved an audience reach of 48,206 people.
Positive sentiment was expressed on social media and via a number of news sources, and the momentum that both the game and campaign experienced in market has flowed across to a number of dedicated plan your Brisbane events, with these seeing strong participation as well.
Plan your Brisbane has gone on to win several Australian awards including The Queensland Community Engagement Award and National Urban Development Award by the Urban Development Institute of Australia (UDIA) as well as the Award for Project Innovation at the Property Council Awards. It also received industry recognition by the Brisbane Advertising and Design Club with awards across digital motion graphics, UX design, microsites, animation and motion graphics. Finally, it gained international praise, being awarded the 2019 International Project of the Year by the International Association for Public Participation.