| D&AD Awards 2012 | ||
|---|---|---|
| Integrated & Earned Media | Earned Media Campaign | Yellow Pencil |
Category: Titanium and Integrated
Advertiser: NEW ZEALAND TRANSPORT AGENCY
Brand: NZTA
Product/Service: ROAD SAFETY
Agency: CLEMENGER BBDO
Executive Creative Director: Philip Andrew (Clemenger BBDO)
Art Director: Brigid Alkema (Clemenger BBDO)
Copywriter: Mitch Alison (Clemenger BBDO)
Copywriter: Brigid Alkema (Clemenger BBDO)
Agency Producer: Martin Gray (Clemenger BBDO)
Producer: Larisa Tiffin (The Sweet Shop)
Director: Steve Ayson (The Sweet Shop)
Group Account Director: Linda Major (Clemenger BBDO)
Account Director: Julianne Hastings (Clemenger Bbdo)
Editor: Peter Scribberas (The Butchery)
Composer: Mahuia Bridgman-Cooper (Franklin Road)
Post Production Company: (Toybox)
Sound Design: (Franklin Road)
Production Company: (The Sweet Shop)
Copywriter: Philip Andrew (Clemenger BBDO)
Media placement: TV Launch - TVNZ - 23rd October 2011
Media placement: Online Placement - YouTube - 24th October 2011
Describe the campaign/entry
Drink Driving is a big problem in New Zealand, particularly with young Maori guys. When they’re out partying with their mates, the last thing they want to do is to kill the vibe by telling a mate not to drive home drunk. We needed them to speak up regardless of the social consequences. The problem is that traditional ‘blood and guts’ style ads have no impact on this target audience. We decided to tackle the issue with ‘Ghost Chips’: The first ever New Zealand anti-drink-driving campaign with a positive message that portrayed the audience in a cool, aspirational way. We used humour to break through and gave our audience the tools and catchphrases they needed to help them speak up at the moment of truth.
Describe how the campaign/entry was launched across each channel in the order of implementation
Ghost Chips launched as a TV spot. But it was also a social-media activation campaign. With no paid digital media, PR or viral seeding it leveraged a powerful story that was designed to start conversations online. Knowing our target market were active social-media participants, we laced the content with potential catch-phrases and mashability. Then we simply put the content on YouTube. It was up to the audience to find and then share amongst their peers.
Give some idea of how successful this campaign/entry was with both client and consumer
1.8 million views on YouTube for a country of 4.8 million.
#1 most-viewed video in New Zealand for the month.
#1 Top favorited for the month in New Zealand.
#1 Top-rated video for the month in New Zealand.
#1 Educational video of all time in New Zealand.
Front page news in New Zealand.
Hotly debated topic on social media, forums and blogs.
Over 175 Facebook pages based on individual lines were spontaneously created - one page alone had over 70,000 members.
The ad resulted in the biggest New Zealand meme of the year. Countless YouTube mashups and email memes were created. Most importantly, many of the lines entered into the Kiwi vernacular. ‘Ghost chips’ and ‘really complicated situation’ were voted 1 and 2 best ‘one-liners’ of the year in New Zealand.