THE WORLD´S MOST EXPENSIVE OBJECTS
| Title | THE WORLD´S MOST EXPENSIVE OBJECTS |
| Brand | GENERAL TRAFIC ADMINISTRATION - DGT |
| Product/Service | GENERAL TRAFIC ADMINISTRATION - DGT |
| Category |
E01. Use of Integrated Media |
|
Entrant
|
OGILVY MADRID, SPAIN
|
|
Idea Creation
|
OGILVY MADRID, SPAIN
|
|
Production
|
WARREN Madrid, SPAIN
|
Credits
| Paulo Areas |
Ogilvy & Mather |
General Creative Director |
| Emilio Holguin |
Ogilvy & Mather |
Copy Senior |
| Pouline Atencio |
Ogilvy & Mather |
Art Director |
| Jose Escobar |
Ogilvy&Mather |
head of digital |
The Campaign
That’s why the DGT (Spanish Traffic Department) launched the campaign “The most expensive objects in the world”. Where a small distraction caused by simple objects such as sunglasses or a pen, can cause an accident and have serious consequences for everyone.
In this way we say that these objects may end up costing a lot, and go from being just objects to be the most expensive objects in the world.
Creative Execution
TV spots Sunglasses/Song/joint
The most expensive song
A song entirely composed by.sound of real traffic accidents.
The most expensive Displays
Scanning the QR drove people to the website, and the price dropped on real time.
The most expensive app and song
The app you don’t want to download, but you do want to know.
Website
The objects were displayed on the website. The more visits, the lower the price.
- 10 MM total reach.
- 5 MM organic views.
- 91% engagement.
- 2.5 MM RRSS reach.
An integrated use of media where each piece have used in a different way their posibilites made this national campaign one of the most known campaigns in the country over 2015/16
Insights, Strategy and the Idea
We carried out an integrated strategy where objects were the focus of the campaign and they were displayed on a website and in an exhibition on the street. The more visits, views or shares, the lower the price; because, if more the people know about this small distractions and its consequences fewer accidents happens.