| Title | MORTAL TIMELINE |
| Brand | INTOUCH INSURANCE |
| Product/Service | MOVEMENT FOR RESPONSIBLE DRIVING |
| Category |
A03. Brand or Product Integration into an existing programme or platform |
|
Entrant Company
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Contributing Company
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
Credits
| Nikolay Megvelidze |
Bbdo Russia Group |
Creative Director |
| Vladlena Obukhova |
Bbdo Russia Group |
Executive Director |
| Alexey Starodubov |
Bbdo Russia Group |
Creative Group Head |
| Nikita Nikiforov |
Bbdo Russia Group |
Strategic Planning Manager |
| Elina Yaroslavskaya |
Bbdo Russia Group |
Digital Account Director |
| Yuri Mikhailov |
Bbdo Russia Group |
Creative Group Head |
| Alexander Lubavin |
Bbdo Russia Group |
Digital Art Director |
| Kirill Emelyanov |
Bbdo Russia Group |
Digital Designer |
| Ekaterina Moskvina |
Bbdo Russia Group |
Senior Account Manager |
| Boris Sorokin |
Bbdo Russia Group |
Corporate Project Director |
| Alexandra Bichaeva |
Bbdo Russia Group |
Junior Account Manager |
| Boris Anisonyn |
Bbdo Russia Group |
Tv Production Director |
| Dmitry Rubezhov |
Bbdo Russia Group |
Musiс Producer |
| Albena Kovaneva |
Bbdo Russia Group |
Group Account Director |
| Anna Lukonina |
Bbdo Russia Group |
Junior Producer |
| Manu Meyer |
Save As It Is |
Executive Producer |
| Ivan Buralkin |
Save As It Is |
Executive Producer |
| Boris Pirogov |
Save As It Is |
Assistant |
| Igor Kisil |
Mint (pr Agency) |
Managing Director |
| Maria Kirienko |
Mint (pr Agency) |
Project Manager |
The Campaign
Challenge Speeding is one of the main causes of traffic accidents. Every year in Russia, around 200 thousand people are injured or killed. The INTOUCH Insurance company, which stands for responsible driving, wanted to convey the dreadful consequences of speeding to drivers. Idea Some of the most viewed videos on the Internet among Russian users are crash videos captured on dash cams, which are popular across our country. We decided to use the format of such videos as a channel of communication. Solution We figured that inserting frames from an alternative footage into the primary one at given intervals would cause the appearance of the alternative sequence in preview. We uploaded a video entitled "Most terrible fatal car crash ever". By clicking on it, users could see nothing similar with mentioned before, except one car overtaking another. The impatience of our drivers caused them to try finding the car crash quickly. As soon as users started scrolling the video forward to see the crash, in the alternative preview they saw a head-on collision with a truck and the message “Don’t Rush!”
In just 3 days with zero media spends the Mortal Timeline video became popular not only among Russian users, but also abroad. It was re-posted by the most well-known marketing and advertising sites in USA, Brazil, Japan, Italy, Germany, Czech Republic, India, Australia, New Zealand and many others. Mortal Timeline was described as “ingenious” in the “Most popular” section at www.adweek.com. Also Thestable.com published the video in STANDOUT column. Little Black Book posted Mortal Timeline into 'Too Hot to Miss' & 'Editors' Choice' section. YouTube Analytics shows success of our direct communication. More than 68% of viewers scrolled the video and saw our main message — Don’t Rush. We believe such innovative and outstanding communication approach will stick into viewer’s memory and encourage people to be more responsible on the road. Mortal Timeline is a truly important project not only for INTOUCH and the target audience, but also for society in general.
Intouch is an insurance company that launched the “Movement for responsible driving” in Russia. It stands for inspiring drivers to change their driving behavior, attitude and perception. We shot a car video with a dash cam — a format very popular with our audience. If you watch the video "Most terrible fatal car crash ever” in regular mode, you do not see anything. If you drag the timeline and speed up the video, you can see a severe head-on collision with a truck. The brand reveal is at the end of the video after the message “don’t rush”. We show the brand logo and the Movement logo.