Every week, 50 Victorian construction workers are seriously injured and have to stop work. WorkSafe Victoria, committed to improving safety in the construction industry, along with Keep Left PR developed the Top Tradie Cup in 2012 as an engaging campaign to communicate the safe work message. Carter's job was to take it to the next level in 2013, making it a truly immersive and shareable digital experience.


    Build on the success of Top Tradie 2012 campaign engagement, whilst enticing increased participation by refreshing the feel and use of the mobile game. The objective was to get tradies teaming up and playing during smoko so consideration had to be given to the limitations of a 3G connection.


    Leverage a general love of sport amongst blokes on site to create a game where players are asked a series of 8 WorkSafe and AFL related questions across 6 weekly rounds. Bonus points are awarded for completing the round in the week it's released and medals are collectable for correctly answering particular questions to fuel the competitive experience. Vying for prizes like movie tickets and corporate hospitality at the footy, players can chart their progress on the ladder against other teams and share results with friends on social media.

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    UX Digital Agency