|Advertiser||Transport Accident Commission TAC|
|Brand||Roads and safety|
|Date of First Broadcast/Publication|
|Business Sector||Road Safety|
|Tagline||Rename Speed to Speedkills|
|Philosophy|| 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.|
|Result||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.|
|Media Type||Case Study|
|Director of Photography (DOP)||Max Davis|
|Line Producer||Noni Couell|
|Executive Producer||Oliver Lawrance|
|Graphic Designer||Lionel Alphonse|
|Graphic Designer||Kelly O'Rourke|
|Agency Producer||Jonathan Worsley|
|Chief Strategic Officer||Adam Ferrier|
|Strategic Planner||Edd Southerden|
|Account Director||Renata Gordon|
|Creative Team||Anna O'Donoughue|
|Creative Director||Seshan Moodley|
|Executive Creative Director||Paul Swann|
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