Title | DISTRACTEURS |
Brand | DÉLÉGATION DE LA SÉCURITÉ ROUTIÈRE |
Product/Service | ROAD SAFETY PUBLIC ORGANISATION |
Category |
E01. Use of Integrated Media |
Entrant
|
DELEGATION DE LA SECURITE ROUTIERE Paris, FRANCE
|
Idea Creation
|
LA CHOSE Paris, FRANCE
|
Production
|
LA CHOSE Paris, FRANCE
|
Credits
Pascal Grégoire |
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Founder |
Nathalie Foratier |
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Creative Director |
Ibrahim Seck |
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Creative Director |
Ibrahim Seck |
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Creative Director |
Mathieu Viollet Bosson |
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Art Director |
Guillaume Ganty |
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Art Director |
Nicolas Buisset |
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Production Manager |
Laura Sacarrère |
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Producer |
Melina Audoux |
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Producer |
Marina Flammier |
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Account Manager |
Rodolphe Pedrono |
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Account Manager |
Justine Cavanie |
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Planner |
Barka Zerouali |
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Communication Director |
Why is this work relevant for Media?
In this campaign, three touch points have been identified to reach the target audience out in his own reference environment. Three complementary communication modes which placed the driver in driving condition central to the campaign. First, Transit have been preferred, directly faced to the driver. Then, we targeted billboards near to the most dense traffic roads to increase the message reach. Finally, we broadcast two radio spots in addition to the displays to create immersive conditions : Two tragic testimonies to confront the driver to his use of mobile phone, directly in his own car.
Describe the creative idea / insights (30% of vote)
In 2018, the number of road fatalities stood at 3,248. The ONISR (Observatoire National Interministériel de la Sécurité Routière) estimates that 11% of all fatal road accidents are the result of inattentiveness related to mobile phone use. Indeed, phoning while driving multiplies the risk of an accident by 3, while texting while driving multiplies the risk by 23. With that in mind, reminding French drivers of the dangers associated with telephone use behind the wheel became an issue of the utmost priority to Sécurité Routière.
Describe the strategy (20% of vote)
To reach out to them, we utilized the touch points drivers are typically exposed to while on the road. Besides radio spots and billboards located along major arteries, we also used rear-of-bus poster ads, to which drivers are directly confronted.
French drivers have a tendency to prioritize driving risks. That's why, though they're well aware that phoning or holding their phone while driving is dangerous, most of them will allow themselves a quick text message or a short call when they deem it "important". It's this very behavior that is the target of the campaign.
Describe the execution (20% of vote)
We play on the powerful and shocking contrast that exists between the little excuses the French make to justify their behavior and the brutal gravity of the resulting accident. Public transport bus posters, and more specifically rear-of-bus ads, were selected. Because, for the driver who's potentially on the phone at the time, this "in-your-face" approach represents a particularly impacting and relevant visual message. To enhance this sense of immersion, we also made use of radio spots and of billboards located along busy roadways.
The radio media plan was specifically designed to reach French drivers during times of peak traffic density. Namely, the mornings between 6 AM and 8 AM, the evenings between 5:30 PM and 8:30 PM, and weekends. The radio ads were broadcast on both general audience and news stations: NRJ, Fun Radio, Skyrock, Virgin, Indés, RMC, France Inter, RFM, RTL2, Chérie FM, Rire et Chansons, Nova, Mfm.
List the results (30% of vote)
THE APPRECIATION SCORES WERE VERY HIGH:
81% slogan appreciation
74% billboard appreciation
83% radio appreciation
The campaign was particularly well understood by 93% of the French public.
92% of French people stated that it clearly showed that using one's phone while driving can have disastrous consequences.
88% of respondents considered the campaign useful.
27% talked about it with family and friends.
87% of people said that it motivated them to stop looking at their phone.