Went Too Fast, Gone Too Soon

mai 2016
Défis

Millenials are part of the generation that doesn’t respect the speed limits at all. It’s not the ones who drive at really high speed, compared to Gen X or Baby Boomers who’ve got more powerful cars, but even small speeding can be fatal. Most of them know this, but they still choose to act unsafely. The aim of the campaign was to have a psychological impact to make them adopt a new way of driving.

Solutions

Based on research and market studies, we’ve established a very effective yet simple strategy: the institutions (like BIVV/IBSR) do not have a lot of weight especially through Gen Y, so let’s use their friends and family instead to spread our message. We wanted to surprise young people by inviting them to their own funeral. The message was strong.

We created a website which let people send an email to a friend. Nothing unusual, except that the content of it was sent six months later. The recipient was therefore invited to slow down to be alive in six months. 

Impact

Within 48 hours, we covered almost all Belgian media. The following week, we recorded reviews over 400 websites that talked about the campaign and about fifteen television stations that had circulated the video and commented on it. Gen Y massively shared the video on social networks.

With a measly media campaign budget of just € 633.61, we had a return on earned media of € 8.8 million, just for Belgium, which adds up to a return of investment of 14000%! On top of that, we reached more than 80% of our target in less than 48 hours.

The campaign won 4 Eurobest 2014 awards and the Gouden Welp award for the best Belgian spot in 2014

Went Too Fast, Gone Too Soon

mai 2016
Défis

Millenials are part of the generation that doesn’t respect the speed limits at all. It’s not the ones who drive at really high speed, compared to Gen X or Baby Boomers who’ve got more powerful cars, but even small speeding can be fatal. Most of them know this, but they still choose to act unsafely. The aim of the campaign was to have a psychological impact to make them adopt a new way of driving.

Solutions

Based on research and market studies, we’ve established a very effective yet simple strategy: the institutions (like BIVV/IBSR) do not have a lot of weight especially through Gen Y, so let’s use their friends and family instead to spread our message. We wanted to surprise young people by inviting them to their own funeral. The message was strong.

We created a website which let people send an email to a friend. Nothing unusual, except that the content of it was sent six months later. The recipient was therefore invited to slow down to be alive in six months. 

Impact

Within 48 hours, we covered almost all Belgian media. The following week, we recorded reviews over 400 websites that talked about the campaign and about fifteen television stations that had circulated the video and commented on it. Gen Y massively shared the video on social networks.

With a measly media campaign budget of just € 633.61, we had a return on earned media of € 8.8 million, just for Belgium, which adds up to a return of investment of 14000%! On top of that, we reached more than 80% of our target in less than 48 hours.

The campaign won 4 Eurobest 2014 awards and the Gouden Welp award for the best Belgian spot in 2014

Détails de la réalisation
work
Client
BIVV/IBSR
place
Localisation
Bruxelles
business
Secteur du client
Gouvernement et administration
people
Audience
Business to Consumer
public
Portée géographique
National
settings
Services proposés
Publicité, Marketing vidéo, Rédaction de contenu
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