Belgian Institute For Road Safety (Bivv/ IBSR): WENT TOO FAST. GONE TOO SOON.

Credits & Description:

CLIENT BELGIAN ROAD SAFETY INSTITUTE - IBSR/BIVV
PRODUCT ROAD SAFETY
ENTRANT 20SOMETHING BRUSSELS, BELGIUM
TYPE OF ENTRY USE OF MEDIA
CATEGORY USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING
TITLE WENT TOO FAST. GONE TOO SOON.
PRODUCT/SERVICE ROAD SAFETY
ENTRANT COMPANY 20SOMETHING BRUSSELS, BELGIUM
ADVERTISING AGENCY 20SOMETHING BRUSSELS, BELGIUM
PRODUCTION COMPANY ZOOM PRODUCTION BRUSSELS, BELGIUM
STEFFEN VANDER MYNSBRUGGE 20SOMETHING CEO/STRATEGY DIRECTOR
BENOÎT VANCAUWENBERGHE 20SOMETHING CREATIVE DIRECTOR
BRAM VAN BUYNDER 20SOMETHING CLIENT MANAGER
JÉRÔME LEFEDVRE 20SOMETHING ONLINE STRATEGY
DAVID BURNY 20SOMETHING STRATEGY
THOMAS HORMAN 20SOMETHING CHIEF DIRECTOR
JEAN/POL LEJEUNE 20SOMETHING ART DIRECTOR
QUENTIN WATELET 20SOMETHING COPYWRITER
BIRGIT FONTEYN 20SOMETHING COPYWRITER
POP UP TALENTS 20SOMETHING ADDITIONAL CREDITS
EDDY DUHOUX 20SOMETHING PR MANAGER
BISERA SAVOSKA 20SOMETHING CASE MANAGER
JÉRÔME FABRY ZOOM PRODUCTION PRODUCER
OLIVIER AUCLAIR ZOOM PRODUCTION DIRECTOR
ROBERT VAN DONGE ZOOM PRODUCTION DIRECTOR
JONTHAN MARCHAL ZOOM PRODUCTION PRODUCER
CÉLINE SPEECKAERT ZOOM PRODUCTION PRODUCTION ASSISTANT
PAUL PECOURT/JB FRIQUET ZOOM PRODUCTION EDITORS
Results and Effectiveness
With €0 media spending we earned €8.8 million media value in just 48 hours, and press coverage reached 81% of the target audience (5.3 million drivers). In 2 days, the video got 1.6 million views. Today, we estimate at least 15 million views on international online media. The campaign went viral in 187 countries. Awareness of the risks of speeding rose to 70%. We observed a decrease in the social acceptance of speeding. In the long run, as a result of these changes in behaviour, we expect a decrease in the number of accidents and victims on Belgian roads.
Creative Execution
The idea was executed with a stunt event (funeral). Hidden cameras documented the emotional outburst during the funeral. From this footage, we produced an online film, to provoke emotions among wider audiences. To reach a broad target audience of 5.3 million Belgian drivers and their peers with virtually no media budget, we decided to use stunt follow-up activities involving PR and Online. Combined PR and digital were most appropriate to reach a broad audience, while starting and waging a public debate. A press conference and press release were set up to boost the online film through the main Belgian news media. Digital was even more relevant for reaching and engaging a younger target group. The stunt film was initially posted on IBSR’s campaign website, social media, and YouTube channel. Additionally, relevant blogs and websites were approached to run the story.
Insights, Strategy and the Idea
Driving over the speed limit is one of the most common reasons for traffic-related deaths globally. Nevertheless, Belgians consider speeding a socially acceptable act. The Belgian Institute for Road Safety (BIVV/IBSR) wanted to increase awareness of the consequences of speeding. Since peers and loved ones have much more impact on target audiences than traffic security organisations, we used this insight to shock real speeders and portray them as personas our target could identify with. Attending their own funeral meant the speeders heard speeches from their loved ones and saw them cry with the thought “Went too fast. Gone too soon.” Hidden cameras documented the emotional outburst during the funeral. From this footage, we produced a short film to provoke these emotions widely, with the intention to reach 5.3 million Belgian drivers and their closest peers. We used a combination of PR and Online to reach our goals.
PREVIOUS