| Title | SAFETY JINGLE |
| Brand | OVK / PEVR (PARENTS OF ROAD VICTIMS |
| Product/Service | ROAD SAFETY AWARNESS MESSAGE |
| Category |
B10. Sponsorship & Partnership |
|
Entrant
|
HAPPINESS / FCB Brussels, BELGIUM
|
|
Idea Creation
|
HAPPINESS / FCB Brussels, BELGIUM
|
|
Production
|
GERONIMO Antwerp, BELGIUM
|
|
Additional Company
|
RAYGUN Brussels, BELGIUM
|
|
Additional Company 2
|
BLISS INTERACTIVE Ho Chi Minh City, VIETNAM
|
Credits
| Koen Van Wonterghem |
OVK / PEVR (Parents of Road Victims |
Managing Director |
| Ellen Ruys |
OVK / PEVR (Parents of Road Victims) |
Regionale Coordinator NL |
| Alexia Creton |
OVK / PEVR (Parents of Road Victims) |
Regionale Coordinator FR |
| Karen Corrigan |
Happiness / FCB |
Executive Creative Management |
| Geoffrey Hantson |
Happiness / FCB |
Chief Creative Officer |
| Elke Janssens |
Happiness / FCB |
Managing Director |
| Pieter Claeys |
Happiness / FCB |
Creative Director |
| Philippe Fass |
Happiness / FCB |
Creative Director |
| Niels Sienaert |
Happiness / FCB |
Concept Provider |
| Tim Schoenmaeckers |
Happiness / FCB |
Concept Provider |
| Romain Felix |
Happiness / FCB |
Copywriter FR |
| Catherine Quadens |
Happiness / FCB |
Copywriter FR |
| Hans Smets |
Happiness / FCB |
Group Account Director |
| Tine Van Hasselt |
Happiness / FCB |
Senior Account Executive |
| Stefanie Drapier |
Happiness / FCB |
Account Executive |
| Anaïs Desmet |
Happiness / FCB |
Creative Intern |
| Remke Faber |
Happiness / FCB |
Motion Designer |
| Dries Lauwers |
Happiness / FCB |
Graphic Designer |
| Bart Vande Maele |
Happiness / FCB |
Agency Producer |
| Tuyet Hoang |
Happiness / FCB |
Online producer |
| Peter Baert |
Raygun |
Sound Producer |
| Dirk Domen |
Geronimo |
Fim Director |
| Piet Deyaert |
Geronimo |
Director of Photography |
| Jasper Moeyaert |
Geronimo |
Film Producer |
| Mathias Kerner |
Geronimo |
Film Producer |
| Stefaan Gryson |
Moxy |
Online editor |
The Campaign
Instead of coming up with yet another one-off campaign making people aware of the danger of using your phone behind the wheel, we came with a more permanent solution: The Safety Jingle. A short (8 second) audio message radio hosts can play right after they ask listeners to call, text or tweet, to remind everybody not to use their phone behind the wheel.
The safety jingle was recorded with the voices of actual parents who lost a child in a road traffic accident and sounded like this: “but please, no phone behind the wheel. A request by Parents of Road Victims. Like us.”
Execution
Step 1: The safety jingle was recorded with the voices of actual parents who lost a child in a road traffic accident. The music contains the names of the 155 children who died last year.
Step 2: The Safety jingle was made available online as a finished track. But to make sure radio hosts could also make it their own, we also made an open source file available.
Step 3: Via a touching online video request directed to Belgium’s most famous radio hosts, actual parents of road victims launched a national call to all radio hosts to start using the Safety Jingle.
Step 4:The same day, via pre-programmed tweets and posts, all Belgians could send the touching online video request to their favourite radio host.
Step 5: use all the attention, conversation and debate in National Press to put even more pressure on the Radio Hosts.
Our KPI was very simple yet ambitious: Make all Belgian Radio Hosts use the Safety Jingle. Once launched, within hours, the first radio hosts responded, live on air, in their radio show. And The Safety Jingle quickly became a topic on all national radio stations. After 1 day only, radio hosts even started encouraging each other to start using the Safety Jingle. After 2 days The Safety Jingle sparked debate and conversation on national TV, radio and press. And after 3 days only, 95% of all national radio stations actively used the safety jingle each time a radio host asked to call, text or tweet. 95%. Concretely, that means that 1 radio station did not use it. An absolutely fabulous result in an extremely short amount of time: 3 days. Making the Safety Jingle a permanent tool for Radio Hosts to help save lives.
NOTE: in the meantime the Safety Jingle is officially turning into a broader European initiative. By 20th of November the Safety Jingle will also be launched in Portugal and Slovenia. Soon to be followed early 2017 by Italy, Romania, Poland and Spain. Saving lives shouldn’t stop at the Belgian border.
The Situation
Our KPI was very simple yet ambitious: Make all Belgian Radio Hosts use the Safety Jingle, each time they ask their audience to call, text or post during their Radio Show. Which is on average 46 times a day, while 80% of all Belgians listen to the radio while driving (source Gfk). The only ‘media’ we had in order to make Radio Hosts use the Safety Jingle was ‘social pressure’. Meaning the general public and the press. So conversation and debate were key.
The Strategy
The target audience were all radio hosts of all Belgian national Radio stations. That’s at about 30 stations and over 300 Radio Hosts.
The planning, campaigning and spreading of the Safety Jingle was completely dependent on the social pressure we would be able to put on the Radio Hosts to start using the Safety Jingle. So conversation and debate within the general public and press were key.