| Cannes Lions 2013 | ||
|---|---|---|
| Media Lions | Product & Service; Charities, Public Health & Safety, Public Awareness Messages | Bronze |
| Spikes Asia 2013 | ||
| Media | Best Use of Other Digital Platforms (Incl. Mobile Devices) | Bronze |
Type of entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: NEW ZEALAND TRANSPORT AGENCY
Product/Service: SLOW DOWN - YOUNG MALES
Agency: OMD Wellington, NEW ZEALAND
Account Manager: Emily Goulden (OMD)
Business Director: Annabelle Wilkinson (OMD)
Direct Of Social Marketing: Linda Major (Clemenger BBDO)
Executive Creative Director: Philip Andrew (Clemenger BBDO)
Creative Director: Briget Alkema (Clemenger BBDO)
Strategic Planner: Thomas Scovell (Clemenger BBDO)
Results and Effectiveness
The campaign has gone from a safety message (of no interest to the target) into communications that the target specifically seeks out.
• 17,144 played for 3+ minutes
• 8,942 Likes
• 418,928 story streams
• Comments such as “The ‘ending’ creeped me out. Goosebumps”.
FLASH achieved 37% more direct engagement compared to a previous successful digital campaign.
Having engaged with over 17,000 speeding youths if we have saved the life of just 1 then this campaign is worthwhile.
FLASH contributed the largest reduction in NZ average speed in the last 5 years, and vehicles exceeding the speed limit decreasing by 6%.
Creative Execution
We have created a personal death experience in-game to change the way that young men think about speeding. Instead of a 200 kmp/h head-on collision resulting in just ‘3-seconds off lap time’ we show them the real consequences.
We launched an online racing game ‘FLASH’. Players experience their own death by seeing their life flash before their eyes when their speeding car crashes.
Before playing, they authorise Facebook access. Then, as the car inevitably rolls and shatters around them, they see photos from their personal Facebook gallery - images of their friends and family.
Incredible use of technology makes the message surprising, personal and powerful.
The launch of FLASH needed to take on the characteristics of the gaming category, not road safety. So FLASH was promoted via gaming sites, seeded into gaming blogs, video trailers aired on Youth TV and at live Dub-Step gigs of the game soundtrack composer ‘Module’.
Insights, Strategy and the Idea
Young men account for over half of all speed related crashes in New Zealand (NZ). Bravado dares them to drive faster and they believe themselves invincible – road death will never happen to them.
They enjoy driving fast, thus making it a difficult behaviour to change.
The NZ Transport Agency endeavour to reinforce a safe driving message to this uninterested and unreceptive audience. But every year they don’t listen. The challenge was to find a new way to deliver a sensible driving message – to make them stop and think the unthinkable.
The target are avid gamers. In the world of gaming, they speed, they crash, they die and they start all over again. Death is commoditised by the latest ‘Gran Turismo’ and ‘Gods of War’.
Our strategy was to put our target in the virtual driving seat and have them experience the emotion of their own death as a result of their speeding.