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#SpeedTalk

basics
Industry: Public interest & Non-profit
Media:Ambient & Interactive
Market:Belgium
Style: Minimalism
descriptioncnen
Synopsis
With many road safety campaigns focussing on texting and driving in recent years, people tend to forget that speeding is still the biggest killer on our roads. Knowing that speeding tickets were having little effect, the organization ‘Parents of Road Victims’ asked us to remind all Belgians about the importance of not speeding.
Strategy
For several days, actual parents of road victims accompanied police units while performing speed checks. Those who were pulled over for speeding were invited to have a chat about their way of driving. During this chat they discovered they were actually talking to a parent who lost a child due to speeding. all conversations were recorded and eventually edited down to a 3 minute video. This video was used to announce the project to the press.
Relevancy
The most everlasting experience you can get when being pulled over by the police for speeding, is having to explain why you were driving that fast. And soon discover that you’re actually explaining it to a parent that lost a child due to speeding.
Outcome
The SpeedTalk project was picked up by all main news media. The participating parents were invited to radio and TV talkshows to tell their story and spread their message. The video itself became a viral success and gathered 1 million views in a couple of days, without any paid media. An extraordinary result for a country as small as Belgium.
Execution
During one week all the conversations were recorded and eventually edited down to a 3 minute video. This video was used to announce the project to the press.
CampaignDescription
The SpeedTalk project was set up in cooperation with the 'Belgian Road Police’. For several days, actual parents of road victims accompanied police units while performing speed checks. Those who were pulled over for speeding were invited to have a chat about their way of driving. During this chat they discovered they were actually talking to a parent who lost a child due to speeding, leaving an everlasting impression. Especially compared to receiving yet another speeding ticket.
credit
Brand:
Agency:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Brand Experience & Activation
Brand-owned Experiences
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Channels > Use of Stunts
The One Show 2018
Merit Direct Marketing
Ambient Media / Live Events
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