View Casemovie
Campaign site
Internet movie
View the Outdoor flyer
Social network app on Netlog
1. Challenge
Every year, more than 200 youngsters die in traffic accidents caused by reckless driving. A significant number of young people really should adopt a more responsable driving style.
2. Problem
Young people just don't want to be told what they can or can't do. And certainly not by the Government. They only have ears for their closest friends, their 'peers'. But as a friend, it's not that easy to start a conversation with a 'reckless friend' about the way he or she drives. A lot of youngsters are afraid of being the 'loser', the 'weenie', the 'chicken'. So we had to come up with an idea that made the interventions of these youngsters 'cool enough'.
3. Solution
We did a campaign that asked youngsters a simple question:
"Do you know reckless drivers amongst your friends? Tell them what you’d like to inherit from them."
On a special built website youngsters had the chance to set up a will for their reckless friend. By sending this will, by mail or Facebook, to their reckless friend, they got the perfect alibi to point out his reckless driving, without being ‘uncool’. To increase accessibility, we embedded the campaign in the 2 most popular social networking sites in Belgium: Netlog and Facebook. Besides that, the campaign was featured on the most popular radio station Studio Brussel. During the weekends, we gave passengers more than 50.000 unfilled wills at the biggest clubs, cinema complexes and mega-events. And finally, a hilarious online movie was spread on the internet.
4. RESULTS
In the first week after the campaign launch:
- 10.366 people visited the website;
- 1.413 youngsters made up a will for a reckless friend;
- 8.949 people visited the Netlog profile page;
- 609 Netlog-visitors registered themselves as friends;
- the internet movie was viewed 20.586 times on YouTube alone.