A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING
Entrant Company
20SOMETHING Brussels, BELGIUM
Advertising Agency
20SOMETHING Brussels, BELGIUM
Production Company
ZOOM PRODUCTION Brussels, BELGIUM
Credits
Name
Company
Position
Steffen Vander Mynsbrugge
20something
Ceo/Strategy Director
Benoît Vancauwenberghe
20something
Creative Director
Bram Van Buynder
20something
Client Manager
Jérôme Lefedvre
20something
Online Strategy
David Burny
20something
Strategy
Thomas Horman
20something
Chief Director
Jean/Pol Lejeune
20something
Art Director
Quentin Watelet
20something
Copywriter
Birgit Fonteyn
20something
Copywriter
Pop Up Talents
20something
Additional Credits
Eddy Duhoux
20something
Pr Manager
Bisera Savoska
20something
Case Manager
Jérôme Fabry
Zoom Production
Producer
Olivier Auclair
Zoom Production
Director
Robert Van Donge
Zoom Production
Director
Jonthan Marchal
Zoom Production
Producer
Céline Speeckaert
Zoom Production
Production Assistant
Paul Pecourt/Jb Friquet
Zoom Production
Editors
Results and Effectiveness
With €0 media spending we earned €8.8 million media value in just 48 hours, and press coverage reached 81% of the target audience (5.3 million drivers). In 2 days, the video got 1.6 million views. Today, we estimate at least 15 million views on international online media. The campaign went viral in 187 countries.
Awareness of the risks of speeding rose to 70%. We observed a decrease in the social acceptance of speeding. In the long run, as a result of these changes in behaviour, we expect a decrease in the number of accidents and victims on Belgian roads.
Creative Execution
The idea was executed with a stunt event (funeral). Hidden cameras documented the emotional outburst during the funeral. From this footage, we produced an online film, to provoke emotions among wider audiences.
To reach a broad target audience of 5.3 million Belgian drivers and their peers with virtually no media budget, we decided to use stunt follow-up activities involving PR and Online.
Combined PR and digital were most appropriate to reach a broad audience, while starting and waging a public debate. A press conference and press release were set up to boost the online film through the main Belgian news media. Digital was even more relevant for reaching and engaging a younger target group. The stunt film was initially posted on IBSR’s campaign website, social media, and YouTube channel. Additionally, relevant blogs and websites were approached to run the story.
Insights, Strategy and the Idea
Driving over the speed limit is one of the most common reasons for traffic-related deaths globally. Nevertheless, Belgians consider speeding a socially acceptable act. The Belgian Institute for Road Safety (BIVV/IBSR) wanted to increase awareness of the consequences of speeding.
Since peers and loved ones have much more impact on target audiences than traffic security organisations, we used this insight to shock real speeders and portray them as personas our target could identify with. Attending their own funeral meant the speeders heard speeches from their loved ones and saw them cry with the thought “Went too fast. Gone too soon.”
Hidden cameras documented the emotional outburst during the funeral. From this footage, we produced a short film to provoke these emotions widely, with the intention to reach 5.3 million Belgian drivers and their closest peers. We used a combination of PR and Online to reach our goals.