| Title | #SEATBELTB00BING |
| Brand | AUTOMOBIL CLUBUL ROMAN |
| Product/Service | SEATBELT AWARENESS |
| Category |
A07. USE OF SOCIAL IN A MEDIA CAMPAIGN |
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Entrant Company
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PUBLICIS ROMANIA Bucherest, ROMANIA
|
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Advertising Agency
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PUBLICIS ROMANIA Bucherest, ROMANIA
|
Credits
| Jorg Riommi |
Publicis Romania |
Chief Creative Officer |
| Razvan Capanescu |
Publicis Romania |
Chief Creative Officer |
| Mihnea Gheorghiu |
Publicis Romania |
Group Creative Director |
| Diana Papuc |
Publicis Romania |
Art Director |
| Cosmin Baba |
Publicis Romania |
Copywriter |
| Miruna Macri |
Publicis Romania |
Junior Art Director |
| Alexandra Murray |
Publicis Romania |
Client Service Director |
| Raluca Iacob |
Publicis Romania |
Head Of Strategy |
| Andreea Grigorean |
Publicis Romania |
Pr Officer |
| Ada Iftodi |
Publicis Romania |
Senior Account Executive |
| Calin Buzea |
Publicis Romania |
Head Of Digital |
| Dragos Musat |
Publicis Romania |
Head Of Digital Content Development/Director |
| Tiberiu Bucovei |
Publicis Romania |
Head Of Programming |
| Constantin Bunica |
Publicis Romania |
Programmer |
| Ciprian Frunzeanu |
Publicis Romania |
Senior Graphic Designer |
| Veronica Oancea |
Publicis Romania |
Digital Account Director |
| Victoria Sirbu |
Publicis Romania |
Digital Account Executive |
| Oana Bulexa |
MSLGROUP The Practice |
Co/Managing Director |
| Camelia Eremia |
MSLGROUP The Practice |
Client Service Director |
| Ilinca Munteanu |
MSLGROUP The Practice |
Social Media Manager |
Results and Effectiveness
The number of conversation in social media (over 900,000 in only 2 weeks) convinced celebrities to join and contribute by promoting the hashtag in social network.
The power of celebrities and TV free support helped us reach 7 million Romanians out of which 68% of total Romanian internet population.
It was for the first time a Romanian road safety message became headline in countries like France, Denmark, Austria, UK, USA, Mexico, Thailand, Japan, Malaysia reaching 197.405.629 impressions worldwide.
The hashtag generated $492.000 worth of free media becoming the most popular cause-related hashtag ever in Romania.
Creative Execution
We created #seatbeltb00bing – a hashtag that encouraged women drivers to take selfies wearing the seatbelt and upload them on social media. To promote it, we used a 2 step strategy:
Phase 1. Leverage social media power to launch the cause
The invitation to use the hashtag for a good cause attracted thousands of Romanian women to contribute to our campaign. As a result Romanian women joined the cause and became the ambassadors of our safety message, reaching everyone:
- women encouraging each other to take a photo while wearing the seatbelt
- men, who were finally faced with a road safety message that they could not ignore
Phase 2. Amplify through the power of pr
The campaign went instantly viral and attracted celebrities and several national tv stations to join the initiative making the "wear the seatbelt" message quickly spread around the world.
Insights, Strategy and the Idea
In 2014, 6 out of 10 Romanian drivers don’t wear their seatbelts, despite all efforts made by the police. To change this reality the Romanian Automobile Club (ACR) wanted to make seatbelt a “must wear” accessory that gets everyone talking about it.
Unfortunately as social issues go, road safety wasn't on people's radar.
Our challenge was simple. Turn a message that people needed to hear, but ignored, into a message people wanted to hear and share.
Embracing the importance of social media dynamics, we chose to avoid the typical patronizing voice of authority and create something we hoped people would genuinely want to share.
The key insight that inspired our thinking was this: in the year of selfie people were most interested in looks than anything else. This is when we decided to turn the ordinary seatbelt into the trendiest and most talked about accessory to wear.