Roads and safety - "Speedkills"

Naked Communications

Naked Communications Melbourne, Australia

10895

Это объявление является частью "ACT Responsible Collection"

Бренд: Roads and safety
Страна: Australia

Рекламодатель: Transport Accident Commission TAC

Заголовок	Speedkills
Агентство	Naked Communications
Кампания	Speedkills
Рекламодатель	Transport Accident Commission TAC
Бренд	Roads and safety
Дата первой трансляции/Публикации	2011 / 1
Бизнес сектор	Безопасность дорожного движения
Слоган	Rename Speed to Speedkills
философия	Describe the campaign/entry Speeding on rural roads is major issue in Australia. In fact, the death toll has increased by 20% in the last year. Traditional shock tactics weren’t working. In an effort to reduce the road toll, we joined forces with the tiny rural town of Speed (population 45) and asked them to promote the slowing-down on rural roads message on our behalf. The people of Speed agreed to change their town’s name to SpeedKills if they got enough ‘likes’ on Facebook. We worked closely with the townsfolk to spread the word, through online content, TVC’s and social media. Their homes and workplaces formed the backdrop to the campaign. No scripts. No actors. Just real people telling a story of frustration and appealing to the community to support their cause. The campaign exploded, catching the attention of social and broadcast media worldwide. Speed is now called SpeedKills, and people are slowing down. Describe how the campaign/entry was launched across each channel in the order of implementation First we created the ‘Rename Speed’ Facebook page. Then we populated it with documentary-style videos featuring the people of Speed. These included a heartfelt appeal to support the name change, a slow song written and performed by a resident, a slow car race event, and a quirky video showing how to register a ‘Like’ on facebook. We launched the content using PR, driving people to the facebook page where they could show their support. We encouraged the ‘likers’ to propagate the message (digitally and with posters and bumper stickers) and used twitter and blogger outreach to go even broader. This was all supported with a TVC, SEM, Video seeding, and facebook advertising. As the campaign unfolded we latched onto further PR opportunities such as a local farmers pledge to change his name from Phil Down to Phil ‘Slow’ Down and the unveiling and then theft of the new town sign. Give some idea of how successful this campaign/entry was with both client and consumer On the launch day, the level of PR coverage (TV, Radio, Online and Print media) meant we hit our target of 10,000 likes within 24 hours. With total budget of just AU$60,000 we received millions of dollars worth of media exposure for the slow-down message. On facebook, there were over 35,200 public declarations of people wanting others to slow down (a quarter of them young males). These declarations were visited on facebook by 1,641,000 people. There were over 10 million impressions of the message on Twitter. Not bad for a town of 45 people, now called SpeedKills.
Проблема	Speeding on rural roads is a major cause of deaths in rural Australia. In fact, deaths have increased by 20% in the last year. Government shock tactics weren’t working.In an effort to reduce the road toll, we targeted ‘permissive speeders’; Australians who believe there’s nothing wrong with driving over the speed limit.
Результат	Buried in the Australian outback is a tiny town called Speed (population 45). They agreed to change their town’s name to SpeedKills if enough people ‘liked’ the idea on facebook.We made a series of documentary-style videos featuring the people of Speed, from a simple appeal to support the name change, to a quirky slow car race.The content was spread using PR and social media, andsupported by search and TV advertising.
Тип медиа	Анализ ситуации
Other	Sarah Henderson
Other	Shenagh Macrae
Other	John Thompson
Редактор	Andrew Soo
Звук	Ben Travers
Оператор-постановщик	Max Davis
Линейный продюсер	Noni Couell
Продюсер	Florence Tourbier
Исполнительный продюсер	Oliver Lawrance
Директор	Andrew Lancaster
Графический дизайнер	Lionel Alphonse
Графический дизайнер	Kelly O'Rourke
Продюсер агентства	Jonathan Worsley
Главный стратегический директор	Adam Ferrier
Стратегический планировщик	Edd Southerden
Директор рабочей группы клиента	Renata Gordon
Креативная команда	Anna O'Donoughue
Креативный директор	Seshan Moodley
Исполнительный креативный директор	Paul Swann