Roads and safety - "Speedkills"

Naked Communications

Naked Communications Melbourne, Australia

Premios

13675

This ad is part of the ACT Responsible Collection

Marca: Roads and safety
País: Australia

Anunciante: Transport Accident Commission TAC

Título	Speedkills
Agencia	Naked Communications
Campaña	Speedkills
Anunciante	Transport Accident Commission TAC
Marca	Roads and safety
Fecha de primera difusión/publicación	2011 / 1
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	Florence Tourbier
Other	Sarah Henderson
Other	Shenagh Macrae
Other	John Thompson
Montador	Andrew Soo
Sonido	Ben Travers
Director de fotografía	Max Davis
Productor delegado	Noni Couell
Productor delegado	Florence Tourbier
Productor de la productora	Oliver Lawrance
Realizador	Andrew Lancaster
Diseñador gráfico	Lionel Alphonse
Diseñador gráfico	Kelly O'Rouke
Productor de la agencia	Jonathan Worsley
Chief Strategic Officer	Adam Ferrier
Planificador estratégico	Edd Southerden
Director de cuentas	Renata Gordon
Miembro del equipo creativo	Anna O'Donoughue
Director creativo	Seshan Moodley
Director ejecutivo de creación	Paul Swann