Andrew Lancaster
Director at Photoplay
Sydney, Australia
TítuloSpeedkills
Agencia
Campaña Speedkills
Anunciante Transport Accident Commission
Marca Roads and safety
Fecha de primera difusión/publicación
Sector Empresarial Seguridad Vial
Lema Rename Speed to Speedkills
Filosofía 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. 
Problema 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. 
Resultado 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. 
Medio Case Study
Productor
Other
Other
Other
Montador
Sonido
Director de fotografía
Productor delegado
Productor delegado
Productor de la productora
Realizador
Diseñador gráfico
Diseñador gráfico
Productor de la agencia
Chief Strategic Officer
Planificador estratégico
Director de cuentas
Miembro del equipo creativo
Director creativo
Director ejecutivo de creación

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