Roads and safety - "Speedkills"

Naked Communications

Naked Communications Melbourne, 澳大利亚

奖项

9662

该广告属于ACT Responsible项目展品

品牌: Roads and safety
国家: 澳大利亚

广告主: Transport Accident Commission TAC

标题	Speedkills
广告公司	Naked Communications
广告战役	Speedkills
广告主	Transport Accident Commission TAC
品牌	Roads and safety
首次发布日期	2011 / 1
行业领域	道路安全
广告口号	Rename Speed to Speedkills
哲学	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. 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.
问题	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.
结果	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.
媒体类别	案例研究
制片	Florence Tourbier
Other	Sarah Henderson
Other	Shenagh Macrae
Other	John Thompson
剪辑师	Andrew Soo
音效	Ben Travers
摄影指导	Max Davis
Line Producer	Noni Couell
Line Producer	Florence Tourbier
制作公司制片	Oliver Lawrance
导演	Andrew Lancaster
Graphic Designer	Lionel Alphonse
Graphic Designer	Kelly O'Rouke
广告公司制片	Jonathan Worsley
首席战略官	Adam Ferrier
战略企划	Edd Southerden
客户总监	Renata Gordon
创意团队	Anna O'Donoughue
创意总监	Seshan Moodley
执行创意总监	Paul Swann