Roads and safety - "Speedkills"

Naked Communications

Naked Communications Melbourne, Australien

10896

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: Roads and safety
Länder: Australien

Werbende: Transport Accident Commission TAC

Titel	Speedkills
Agentur	Naked Communications
Kampagne	Speedkills
Werbende	Transport Accident Commission TAC
Marke	Roads and safety
Datum der ersten Ausstrahlung/Veröffentlichung	2011 / 1
Geschäftsbereich	Verkehrssicherheit
Slogan	Rename Speed to Speedkills
Philosophie	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.
Problem	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.
Ergebnis	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.
Medientyp	Case Study
Other	Sarah Henderson
Other	Shenagh Macrae
Other	John Thompson
Cutter	Andrew Soo
Ton	Ben Travers
Direktor Fotografie	Max Davis
Herstellungsleiter	Noni Couell
Produzent	Florence Tourbier
Executive Producer	Oliver Lawrance
Regisseur	Andrew Lancaster
Grafik-Designer	Lionel Alphonse
Grafik-Designer	Kelly O'Rourke
Agency Producer	Jonathan Worsley
Chief Stratetic Officer	Adam Ferrier
Strategieplaner	Edd Southerden
Etatdirektor	Renata Gordon
Creative Teammitglied	Anna O'Donoughue
Creative Director	Seshan Moodley
Executive Creative Director	Paul Swann