TAC x City of Melbourne
Moments Matter This Christmas
Interactive road safety technology for a public Christmas activation in Melbourne.
Client
Transport Accident Commission
Partner
City of Melbourne
Location
Melbourne CBD
Activation type
Public road safety activation
Technology delivered
Live counter, interactive quiz, pledge capture, response tracking and engagement data.
The Transport Accident Commission, in partnership with City of Melbourne, created Moments Matter This Christmas - a public activation encouraging Victorians to put their phones away while driving and walking.
The experience was designed to turn a serious road safety message into a simple, festive and participatory public moment. Visitors could step inside the activation, take festive photos with friends and family, complete a road safety quiz, make a personal pledge to go phone-free on the roads, and take home a keepsake carrying the campaign message.
Each pledge also contributed to a live public counter, creating a visible display of community commitment in the heart of Melbourne.
The event challenge
Distracted driving and phone use on the roads remains a major safety concern. The campaign needed to make the message feel immediate, personal and shareable - without feeling heavy-handed.
The goal was to encourage people to stop, take part and make a small public commitment to safer behaviour during one of the busiest periods of the year.
The activation needed to work in a high-traffic public environment, support family participation, capture meaningful engagement and give the campaign a visible measure of community response.
What we built
The Attention Co supported the activation by building the interactive technology layer behind the experience. This included a live digital pledge counter, interactive quiz technology, pledge and quiz response capture, data collection and participation tracking, real-time counter updates and event-ready software for a public activation environment.
The technology was designed to be simple for visitors, reliable for event staff and visible enough to support the broader campaign message.
The audience experience
The interaction was deliberately simple. Visitors were invited to enter the activation, learn about the road safety message, complete the interactive quiz, make a pledge to go phone-free on the roads, trigger the live pledge counter and take home a festive keepsake.
By turning the pledge into a public counter, the activation made each individual action feel part of a larger community commitment - leaving people with a clear reminder: moments matter, and even a glance at a phone can have serious consequences.
Technology delivered
The interactive technology layer behind the activation.
Live pledge counter
A real-time counter visualised the growing number of people pledging to go phone-free on the roads, transforming individual participation into a collective public statement.
Interactive road safety quiz
A short quiz gave visitors a way to engage with the campaign message actively rather than passively reading signage - reinforcing the message while capturing response data.
Response and data capture
The system captured pledge and quiz participation across the activation period, giving the campaign a measurable record of engagement.
Event-ready software
The build was designed for a public-facing activation, with a simple interface, fast participation flow and reliable operation across live event conditions.
Results
Strong public participation and measurable campaign engagement.
10,000+
total pledges and quiz responses
6,800+
road safety pledges
3,600+
quiz responses
2,900+
festive photo keepsakes created
84%
quiz completion rate
1
live public counter visualising community commitment in real time
The result was an activation that turned a road safety message into something people could physically do, publicly support and take away with them.
Why it worked
The campaign succeeded because the technology did not overcomplicate the message. Instead of asking people to simply read or watch, the activation gave them a clear action: make a pledge, answer the quiz, add to the counter and take the message with them.
The live counter created a sense of momentum and community participation, while the quiz and pledge mechanic helped reinforce the campaign message in a measurable way.
This is the role event technology can play at its best: turning awareness into action, and action into visible campaign proof.
In summary
For TAC and City of Melbourne's Moments Matter This Christmas activation, The Attention Co built the interactive technology layer behind a public road safety experience in Melbourne.
Visitors were invited to make a pledge to go phone-free on the roads, complete a short road safety quiz and take home a festive keepsake. Each pledge contributed to a live public counter, turning individual participation into a visible community commitment.
The activation generated more than 10,000 combined pledges and quiz responses, helping transform a serious road safety message into an engaging, measurable and memorable public event experience.
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