| Title | THE SPEEDING SELFIES |
| Brand | CITY OF ANTWERP |
| Product/Service | ANTI-SPEEDING CAMPAIGN |
| Category |
A07. USE OF DIGITAL IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
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DUVAL GUILLAUME Antwerp, BELGIUM
|
|
Advertising Agency
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
|
Production Company
|
Q-LITE BVBA Baarle-Hertog, BELGIUM
|
Credits
| Geoffrey Hantson |
Duval Guillaume Nv |
Creative Director |
| Katrien Bottez |
Duval Guillaume Nv |
Creative Director |
| Olaf Meuleman |
Duval Guillaume Nv |
Copywriter |
| Ad Van Ongeval |
Duval Guillaume Nv |
Art Director |
| Elke Janssens |
Duval Guillaume Nv |
Account Director |
| Jet Vervenne |
Duval Guillaume Nv |
Account |
| Veroniek Debbaut |
Duval Guillaume Nv |
Account |
| Piet Wulleman |
Duval Guillaume Nv |
Strategic Director |
| Sophie Jadoul |
Duval Guillaume Nv |
Strategic Planner |
| Lode Vochten |
Duval Guillaume Nv |
Ux Designer |
| Nick Gorrebeeck |
Duval Guillaume Nv |
Digital Producer |
| Theo Geldens |
Q/Lite |
Production Company |
| Jan Bikkembergs |
Digital Craftsmens |
Online Production Company |
The Brief
The city of Antwerp and the Local Police Department wanted to remind people about the importance of safe and slow driving in city centre. Since we all want people to drive careful in our own street, we created a campaign in which we activated citizens to participate.
Important note: In Belgium, there are already speeding signs that display either a happy or a sad ‘smiley face’, depending on whether a driver is adhering to the speed limits or not.
Describe how the promotion developed from concept to implementation
Let’s take these excisting ‘happy and sad faces’-speeding signs one step further by crowdsourcing real pictures from real local citizens. So we replaced the excisting ‘smileys’ by crowdsourced selfies. Citizens were invited to upload two photos of themselves to the campaign’s website: one with a happy face and one with a disapproving glare. The selfies were then shown to motorists on interactive billboards which react in real time to drivers’ speeds. If passing drivers are within the speed limit, they’ll see the smiling selfie. If they exceed the limit, they’ll see the sad selfie.
Describe the success of the promotion with both client and consumer including some quantifiable results
After just a few days, hundreds of selfies were uploaded and displayed to thousands of motorists, to stop them from speeding. We had tons of local and national media attention, and international media like BBC News and Trendhunter.com picked up the story.
Explain why the method of promotion was most relevant to the product or service
To increase the impact the selfies only appear on boards near where the person submitting the selfie lives, so as to pretty much guarantee that the pictured person and all their family members will be out and about to see the board, take a picture of it and share it on social media.