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Angel 2

Angel 2 | SVV, FVS, bfu. (Via Sicura) | Rod Kommunikation
下载原始文件 下载原始文件 JPG | 544x768px
文案cnen
Slow Down. Take it easy
基本信息
行业: 公益与非盈利组织
媒体:平面
投放:瑞士
风格: Minimalism
说明cnen
For the first time in four years, the number of annual traffic-related deaths in Switzerland grew in 2007, with 4% more casualties than in the previous year. In response to this increase, the Federal Program for Road Safety commissioned the Swiss Insurance Association, the Fund for Traffic Safety, and the Council for Accident Prevention to launch a joint campaign against speeding, mainly targeting the 18-30 year old population.

But how do you get an unpopular and altogether unattractive message such as “drive slower” across to the younger generation in a way that makes them listen?

The aim was to launch a campaign that the target group could relate to. The “Slow Down. Take it Easy” Facebook page exceeded the desired target of 25,000 fans, instead gaining 235,000. The theme song, recorded by Franky Slow Down, was played on MTV and 33 different radio stations and peaked at number 5 in the Swiss singles chart. Over 1 million views on You Tube, brand awareness at 88.5% for the target audience and an advertising equivalent of over € 1.5 million through contact generation and media coverage, “Slow Down. Take it easy” really made young people sit up and listen.
制作信息
品牌:
广告公司:
奖项
EACA Euro Effies 2011
金奖
Best Integration of Social Media Effectiveness
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