Title | BEFORE I DIE |
Brand | ASSOCIATIONS PREVENTION ROUTIERE ET ASSUREURS PREVENTION |
Product/Service | DRUNK DRIVING PREVENTION |
Entrant Company
|
LES GAULOIS Puteaux, FRANCE
|
Advertising Agency
|
LES GAULOIS Puteaux, FRANCE
|
Production Company
|
SOFILMS Paris, FRANCE
|
Credits
Gilbert Scher |
LES GAULOIS |
Global Creative Director |
Gilbert Scher |
LES GAULOIS |
Global Creative Director |
Paul Dethore |
LES GAULOIS |
Assistant Media |
Franck Annesse |
Sofilms |
Producer |
Sarah Bouadjera |
Les Gaulois |
Tv Producer |
Sophie Levy |
Sofilms |
Director |
Franck Annesse |
Sofilms |
Producer |
Sophie Levy |
Sofilms |
Director |
Thomas Le Quellec |
Association Prévention Routière |
Communications Manager |
Thomas Le Quellec |
Association Prévention Routière |
Communications Manager |
Delphine Deleval |
Assureurs Prévention |
Communications Manager |
Delphine Deleval |
Assureurs Prévention |
Communications Manager |
Alexandre Drouillard |
LES GAULOIS |
Creative Director |
Alexandre Drouillard |
LES GAULOIS |
Creative Director |
Mickael Jeanne |
LES GAULOIS |
Creative Director |
Mickael Jeanne |
LES GAULOIS |
Creative Director |
Medhi Arabat Ziane |
LES GAULOIS |
Copywriter |
Medhi Arabat Ziane |
LES GAULOIS |
Copywriter |
Julie Moreno |
LES GAULOIS |
Copywriter |
Julie Moreno |
LES GAULOIS |
Copywriter |
The Campaign
The French Road Safety Associations launches campaigns to reduce the frequency and
seriousness of road accidents. The campaigns are specifically targeted at young people aged
between 18 and 24 as road accidents are their first cause of death. The associations asked the
agency to help them by creating a campaign aimed at this target audience. This campaign would
continue to raise awareness among these young people and would particularly target those who
had just been given their driving licences. The campaign would equally continue promoting the
Sam reflex (a previous campaign in favour of the 'designated driver' and whose slogan was 'the
one driving is the one not drinking).
Success of the Campaign
As for the figures, there were 27,000 visits on the avantdemourir.com website in one week,
#AvantDeMourir became a trending topic for 48h with 13,827 tweets and 1000 'Grandes écoles'
(prestigious higher education establishments in France) shared the campaign message with their
students. Moreover, we witnessed massive media coverage with more than 100 blogs and
website spreading the campaign and reports on both the largest French news programmes and in
the main national newspapers.
Achieving all of the above while investing 0 euros in the media, we saved 3.5 million euros in total.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
We worked in collaboration with the artist, Candy Chang, who created the 'Before I die' installation
and who depended on the participation of the target audience. We firstly invited young people to
complete an inspiring and universal sentence: Before I die, I want
on different supports (boards,
social networks, and the AVANTDEMOURIR.COM website). One week later, we revealed the
message of the campaign to them: 'Every year, drink driving prevents millions of young people
from fulfilling their dreams. Therefore, to ensure that you get home safely, make sure you choose
a sober driver.