Title	DON'T SNAP AND DRIVE
Brand	NESTE
Product/Service	NESTE SECURITY CAMPAIGN
Category	B03. Social for Mobile
Entrant	KURIO, THE SOCIAL MEDIA AGENCY Helsinki, FINLAND
Idea Creation	KURIO, THE SOCIAL MEDIA AGENCY Helsinki, FINLAND

Name	Company	Position
Jari Lahdevuori	Kurio	Creative Director
Samuli Pehkonen	Kurio	Content Strategist
Elli Tuominen	Kurio	Strategy Director
Tommi Opas	Kurio	CEO

The Campaign

Neste targeted the youth in a way they won’t easily forget: using the Snapchat accounts of their idols. Three Finnish Snapchat superstars began their Snapchat stories like any other day. Each of their stories led them into the traffic, and stopped at once. The stories were cut mid-sentence, and left the viewers hanging. A total radio silence. Tens of thousands of followers were wondering what happened, until an hour later the Snapchatters were back... straight from a hospital bed. Worried messages from the followers flooded the inboxes, before the Snapchat stars even had the chance to tell it was all a campaign.

Creative Execution

We produced three Snapchat videos with three Snapchat idols. Using the My Story functionality, we could tell a story that unfolded as the day went on. And it is just the type of content that their followers are paying attention to. Every single day. The timeline was one day and we used just one single channel. The message spread quickly from Snapchat to other channels: major media covered the story and Twitter flooded with comments. But most of all, the inboxes of the Snapchat stars flooded, as their followers sent worried inquiries about what had happened -- and delighted and thankful messages, after the revelation that it was a campaign.

We reached 42 000 people on Snapchat only, which represents 7% of the whole target group in Finland, on a single day, in a single channel, with no paid media. Number of 15-24 year olds' road traffic injuries saw a clear decline this summer: 7/2012: 318 7/2013: 266 7/2014: 279 7/2015: 242 7/2016: 196

Youth represent 1/3 of all people in traffic accidents and the risk of death among young drivers is three-fold compared to the whole population. Not paying attention plays a role in a big part of all accidents and mobile usage is one of the main reasons for it: one in three Finns check their cell phones while driving. Our target group is young drivers - aged between 15-24. We needed exactly the right channel and message to get their attention. Since Snapchat is used mostly on-the-go it is a growing risk in traffic. And it's most popular among young population, so it was the perfect match: 44 % of Finns aged 15-24 use the channel on a regular basis. Using their idols' accounts we were able to speak to them in credible way and reach a large enough audience at the same time.