The Directorate For Civil Protection And Emergency Planning: THE NEW YEAR CANNON

Credits & Description:

Category: Public Health & Safety, Public Awareness Messages

Advertiser: THE DIRECTORATE FOR CIVIL PROTECTION AND EMERGENCY PLANNING

Product/Service: WEAR PROTECTION GLASSES ON NEW YEARS EVE!

Agency: DINAMO

Art Director: Geir Florhaug (Dinamo)

Copywriter: Frank Standal Dybhavn (Dinamo)

Account Director: Henning Cook (Dinamo)

Agency Producer: Tonje Ostbye (Dinamo)

Account Manager: Anne Gro Carlsson (Dinamo)

Account Manager: Linda Martinsen (Dinamo)

Account Manager: Trine Boe Jacobsen (Dinamo)

Digital Account Director: Christian Westberg Thoresen (Dinamo)

Digital Account Director: Knut Rose (Dinamo)

Digital Concept Developer: Tom Arne H. Bakkemoen (Dinamo)

Web Design: Andrzej Kryspiniuk (Dinamo)

Web Design: Ben Host (Dinamo)

Web Developer: Bjorn Q. Kvamme (Dinamo)

Web Developer: Mathias Bergersen (Dinamo)

Web Developer: Simen Bogno (Dinamo)

Web Developer: Orjan Bruland (Dinamo)

Research And Media: Pal Drage (Dinamo)

Producer: Fredrik Pryser (Fredrik Fiction)

Director: Ole Martin Hafsmo (Fredrik Fiction)

Post Production: Storyline (Storyline)

Media placement: Internet / Facebook Page - Facebook - December 19th. 2011



Describe the brief/objective of the direct campaign.

In recent years we have seen an increase in the number of injuries at the launch of fireworks, especially among young men. So how can we get this target group to wear big plastic protection glasses on New Year's Eve, when they´re also dressed up in their nicest clothing.



Typical similar campaigns has shown eye-injuries from the hospital, with the intention to scare the target group. This hadn't had any effect. So we had to come up with a different idea to reach these young men.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

We got the guys from the most popular radio show among young men in Norway - Radioresepsjonen - to launch The New Year Cannon on Facebook. (Where our target group spend much time and where we could interact with them.)



The New Year Cannon was charged with several Christmas things and our target group could shoot it straight in the face of the hosts - who wore protection glasses.



We wanted to get young men to focus on protection glasses, and see their 'heroes' use them, making them think that these glasses weren't so bad after all.



Explain why the creative execution was relevant to the product or service.

The New Year Cannon represented the same effect as launching fireworks. The hosts placed their faces in front of the cannon, becoming the target, which is the same cause of so many eye and face-injuries.



It´s a fun game, and our target group could play with the cannon and the hosts for a long time and at the same time hear the message and the importance of wearing protection glasses.



We filmed the effect of the glasses in slow-mo where you could imagine the damage it would do if they did not wear glasses. Especially if it was fireworks.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

The New Year Cannon reached around 500,000 people (20% of Norway's population) on Facebook in just under 2 weeks.



Of those who purchased fireworks, 34% were more concerned with using protection glasses this year versus last year. The number of serious eye injuries decreased by 33% from the year before. (The survey was conducted by the analysis institute YouGov, on a nationally representative sample of people in the period 5-7. January, 2012.)



Of those who followed the campaign on Facebook, almost 60% were men between 18-24 years of age. Right where we planned and wanted to be.