Roads and safety - "Speedkills"

Naked Communications

Naked Communications Melbourne, Australie

Awards

13655

Cette création fait partie de la Collection Act Responsible

Marque: Roads and safety
Pays: Australie

Annonceur: Transport Accident Commission TAC

Titre	Speedkills
Agence	Naked Communications
Campagne	Speedkills
Annonceur	Transport Accident Commission TAC
Marque	Roads and safety
Date de première diffusion/publication	2011 / 1
Secteur d'activité	Sécurité Routière
Slogan	Rename Speed to Speedkills
Philosophie	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.
Problème	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.
Résultat	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.
Type de média	Etude de cas
Producteur	Florence Tourbier
Other	Sarah Henderson
Other	Shenagh Macrae
Other	John Thompson
Monteur	Andrew Soo
Son	Ben Travers
Directeur de la photo	Max Davis
Producteur délégué	Noni Couell
Producteur délégué	Florence Tourbier
Producteur, maison de production	Oliver Lawrance
Réalisateur	Andrew Lancaster
Infographiste	Lionel Alphonse
Infographiste	Kelly O'Rouke
Producteur, agence	Jonathan Worsley
Responsable de la stratégie	Adam Ferrier
Planneur stratégique	Edd Southerden
Directeur de clientèle	Renata Gordon
Equipe créative	Anna O'Donoughue
Directeur de création	Seshan Moodley
Directeur de la création	Paul Swann