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The Face of Distracted Driving

The Face of Distracted Driving | AT&T | BBDO
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basics
Industry: Professional & Public services
Media:TV & Cinema
Style: Minimalism
descriptioncnen
Synopsis
For the last eight years, AT&T’s It Can Wait campaign has been dedicated to fighting distracted driving. So far, AT&T convinced 24.5 million consumers to take the pledge not to drive distracted. The problem is that while more than 95% of people recognize the danger in using their smartphones while driving, over 83% of drivers still do it. So beyond awareness, we needed to change behavior. So we set out to show the true depth of loss and long-term effects of something so trivial and avoidable such as a text or a social media notification. We are no longer talking exclusively to teens. Distracted driving is a huge problem, causing as many as 4,000 deaths a year in the U.S. Many of us engage in this behavior on a daily basis without a second thought about how truly irresponsible it is.
Strategy
In order to find out what would change drivers’ behavior, we created 39 pieces of short content with different tones and voices, against multiple insights, for different audiences. We used real-time reporting across Instagram, Facebook, Snapchat and Twitter to identify the execution most likely to change driver behavior. Engagement metrics were collected daily across all social and digital platforms to inform the distribution approach. How it worked: Step 1: Used existing data research to develop creative executions Step 2: Targeted media approach using data-based audience insights Step 3: Utilized integrated press strategy to maximize impact Step 4: Used real-time feedback to continuously optimize creative and media Step 5: Fed campaign data insights back in to pivot executions and began the process again
Outcome
As a result of the campaign, 60% of viewers said it would change their behavior, garnering over 73 million media and earned media impressions and over 13 million views in less than a week. We achieved engagement rates of 47% on Facebook and 44% on Twitter – effectively doubling the average engagement rate of all past AT&T brand advertising benchmarks, helping It Can Wait surpass 20 million pledges to end distracted driving.
Execution
The spots were rolled out in April which is Distracted Driving Awareness month. AT&T pushed these spots out across channels in large national placements to drive reach, consideration and ultimately to encourage people to pledge to not drive distracted. The production process took about five months. The campaign was approved in Mid-November and the shoot happened in the first week of December. Post-production lasted from Late December until April. There was paid social across AT&T’s Facebook and Twitter pages. Premium Forced-View online video Placements (Hulu, CBS and Scripps Network). Cinema (5,500 theaters nationwide from 4/27-7/1 and then again in September. Spotify (Went live 5/2). Pandora (Going live, 5/4). Kargo – Mobile Placements (W/O 5/7)
CampaignDescription
We worked carefully with victims’ families, forensic artists, and visual effects teams to “resurrect” two boys who were killed in distracted driving accidents, so they could explain all that was lost in their own words. In each spot, we open on a young man speaking to camera about how his life might have turned out differently. As we hear his VO, we see home video footage of him as a young boy. When we cut back to him, it’s revealed that this is what he’d look like today if he hadn’t been killed by a distracted driver. We then cross-fade to a newspaper clipping of his death. The TV spots drove to two online documentaries, one for each boy, shot by Errol Morris. Through extended interviews with family members, the films explore the true depth of loss experienced by those left behind after one of these events.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Social & Influencer
Sectors > Corporate Social Responsibility (CSR) / Corporate Image
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