Intouch: Mortal Timeline

Credits & Description:

Client: Intouch Insurance
Product: Movement For Responsible Driving
Entrant: Bbdo Russia Group Moscow, Russia
Title: Mortal Timeline
Product/Service: Movement For Responsible Driving
Entrant Company: Bbdo Russia Group Moscow, Russia
Advertising Agency: Bbdo Russia Group Moscow, Russia
Creative Director: Nikolay Megvelidze (Bbdo Russia Group)
Executive Director: Vladlena Obukhova (Bbdo Russia Group)
Creative Group Head: Alexey Starodubov (Bbdo Russia Group)
Strategic Planning Manager: Nikita Nikiforov (Bbdo Russia Group)
Digital Account Director: Elina Yaroslavskaya (Bbdo Russia Group)
Creative Group Head: Yuri Mikhailov (Bbdo Russia Group)
Digital Art Director: Alexander Lubavin (Bbdo Russia Group)
Digital Designer: Kirill Emelyanov (Bbdo Russia Group)
Senior Account Manager: Ekaterina Moskvina (Bbdo Russia Group)
Corporate Project Director: Boris Sorokin (Bbdo Russia Group)
Junior Account Manager: Alexandra Bichaeva (Bbdo Russia Group)
Tv Production Director: Boris Anisonyn (Bbdo Russia Group)
Musiс Producer: Dmitry Rubezhov (Bbdo Russia Group)
Group Account Director: Albena Kovaneva (Bbdo Russia Group)
Junior Producer: Anna Lukonina (Bbdo Russia Group)
Executive Producer: Manu Meyer (Save As It Is)
Executive Producer: Ivan Buralkin (Save As It Is)
Assistant: Boris Pirogov (Save As It Is)
Managing Director: Igor Kisil (Mint (pr Agency))
Project Manager: Maria Kirienko (Mint (pr Agency))
Entry URL: http://mortal-timeline.be-in-touch.ru/
Creative Execution
We figured that inserting frames from an alternative footage into the primary one at given intervals would cause the appearance of the alternative sequence in preview. We uploaded a video entitled "Most terrible fatal car crash ever". By clicking on it, users could see nothing similar with mentioned before, except one car overtaking another. The impatience of our drivers caused them to try finding the car crash quickly. As soon as users started scrolling the video forward to see the crash, in the alternative preview they saw a head-on collision with a truck and the message “Don’t Rush!”
In just 3 days with zero media spends the Mortal Timeline video became popular not only among Russian users, but also abroad. It was re-posted by the most well-known marketing and advertising sites in USA, Brazil, Japan, Italy, Germany, Czech Republic, India, Australia, New Zealand and many others. As per YouTube Analytics, more than 68% of people scrolled the video and saw the message — Don’t Rush. We believe such innovative and outstanding communication approach will stick into viewer’s memory and encourage people to be more responsible on the road.
Speeding is one of the main causes of traffic accidents. Every year in Russia, around 200 thousand people are injured or killed. The INTOUCH Insurance company, which stands for responsible driving, wanted to convey the dreadful consequences of speeding to drivers. Some of the most viewed videos on the Internet among Russian users are crash videos captured on dash cams, which are popular across our country. We decided to use the format of such videos as a channel of communication.