| Title | VICTIM FASHION |
| Brand | PRORAIL |
| Product/Service | DUTCH RAILWAY INFRASTRUCTURE COMPANY |
| Category |
B02. Breakthrough on a Budget |
|
Entrant
|
OGILVY | SOCIAL LAB AMSTERDAM, THE NETHERLANDS
|
|
Idea Creation
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OGILVY AMSTERDAM, THE NETHERLANDS
|
|
PR
|
OGILVY | SOCIAL LAB AMSTERDAM, THE NETHERLANDS
|
|
Production
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OGILVY AMSTERDAM, THE NETHERLANDS
|
|
Production 2
|
EDDO HARTMANN PHOTOGRAPHY Amsterdam, THE NETHERLANDS
|
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Production 3
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ROBIN PIJPERS VIDEOGRAPHY Amsterdam, THE NETHERLANDS
|
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Additional Company
|
THE OVAL OFFICE Amsterdam, THE NETHERLANDS
|
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Additional Company 2
|
LISE VAN DER LINDEN COSTUME DESIGN Amsterdam, THE NETHERLANDS
|
Credits
| Peter van Rij |
Ogilvy Social.Lab |
Executive Creative Director |
| Martijn van Marle |
Ogilvy Social.Lab |
Executive Creative Director |
| Michael Jansen |
Ogilvy Social.Lab |
Executive Creative Director |
| Tolga Büyükdoganay |
Ogilvy Social.Lab |
Executive Creative Director |
| Arnout Robbe |
Ogilvy Social.Lab |
Creative Director |
| Paul Wagemaker |
Ogilvy Social.Lab |
Creative Director |
| Marina le Roux |
Ogilvy Social.Lab |
Senior Digital Designer |
| Paul Duijser |
Ogilvy Social.Lab |
Senior Digital Designer |
| Ann Maes |
Ogilvy Social.Lab |
Head of Influence |
| Joost van Liemt |
Ogilvy Social.Lab |
Strategy Director |
| Tim van Aerschot |
Ogilvy Social.Lab |
Creative Strategist |
| Mazdy Beynen |
Ogilvy Social.Lab |
Strategist |
| Pauline Landa |
Ogilvy Social.Lab |
Global Account Director |
| Myrte de Jonge |
Ogilvy Social.Lab |
Account Executive |
| Manja Schuurhof |
Ogilvy Social.Lab |
Account Manager Public Relations |
| Swantje Hoppe |
Ogilvy Social.Lab |
Head of Production |
| Carlijn Bijlsma |
Ogilvy Social.Lab |
Creative Intern |
| Alice Isakson |
Ogilvy Social.Lab |
Creative Intern |
| Julie van der Meiden |
Ogilvy Social.Lab |
Creative Intern |
| Vanessa Janssen |
Ogilvy Social.Lab |
Producer |
| Mariska Fransen |
Ogilvy Social.Lab |
Producer |
| Sanne Groot |
Ogilvy Social.Lab |
Producer |
| Eddo Hartmann |
Eddo Hartmann Photography |
Photographer |
| Lise van der Linden |
Lise van der Linden Costume Design |
Costume Designer |
| Robin Pijpers |
Robin Pijpers Videography |
Director, Camera, Edit |
| Obinna Mgbado |
Ogilvy Social.Lab |
Cameraman |
| Ruben Brama |
The Oval Office |
Project Manager |
| Thomas Peters |
Thomas Peters |
Music Composer |
| Karina Soeter |
Ogilvy Social.Lab |
Resource planner |
| Fraukje van der Leeden |
ProRail |
Campaign Manager |
| Jenny Hudepohl |
ProRail |
Campaign Manager |
| Andy Wiemer |
ProRail |
Spokesperson |
Why is this work relevant for Creative Strategy?
To get through to a young, hard to reach and diverse audience we chose for a trojan horse strategy. We used the biggest common denominator: fashion. We disguised a railway safety campaign as a fashion label. Prominent fashion influencers, popular with the target audience, hyped the brand and its launch on social. Resulting in a crowded show at an Amsterdam fashion event, where the true story behind the collection was revealed to attending audience, press and many influencers. An unorthodox but successful approach.
Background
Despite previous campaigns, the number of railway fatalities in The Netherlands tripled since 2016. Most victims being teenagers. Often, the result of reckless behaviour around railway tracks. To halt this dramatic rise, Dutch governmental railway company ProRail had to get through to a young, hard to reach and even harder to impress audience. So impact was needed. The objective was to reach at least 10% of the target audience.
Interpretation (30% of vote)
Teenagers are hard to reach and even harder to impress. To get through to them, we chose for the biggest common denominator: fashion. We disguised a safety campaign as the next fashion label. Carefully selected influencers hyped the brand through unboxing videos, vlogs, mentions. Once we had everyone’s attention, the shocking truth was revealed to the young audience, press and fashion community.
Insight / Breakthrough Thinking (30% of vote)
We had to get through to a notoriously difficult to reach and even harder to impress teenage audience.
So we analysed youth safety campaigns from other countries, read studies and consulted scientists and psychologists specialising in youth communication.
The subsequent research we conducted with our Dutch target audience proofed very insightful.
What we expected and learned was clear:
Shock tactics were required to impress this audience. But shock tactics alone wouldn’t work. We needed to first reach them and get under their skin. We did so by emulating the experience of what careless behaviour could result in. To get their attention, we chose a subject we knew was important to them. Something they talk about and spend most of their money on. Something with a strong social component. We used the biggest common denominator within this scattered target audience: fashion. We disguised our campaign as their content of choice.
Creative Idea (20% of vote)
To warn teenagers to be safer around railway tracks, we launched ‘Victim Fashion, created by accident’: a youth safety campaign disguised as a fashion label. The collection is based on the clothing victims wore when the fatal accident happened. This was only revealed during the launch fashion show. Influencers, who were in on the project, hyped the ‘brand’, teasing the audience with close-ups of the clothing's ‘distressed look’ in unboxing videos. Followers (including secondary influencers) were invited to the launch event at an Amsterdam Fashion show. Hundreds of teenagers and influencers attended. In front of cameras, the press and key influencers, the shocking truth behind the collection was revealed by an exceptional survivor. The stories behind each item could subsequently be discovered in detail on the fashion label’s Instagram account and ‘web-store’.
Outcome / Results (20% of vote)
The message and impact of the show itself soon spread far beyond the target audience. Victim Fashion was debated around the world within days of the launch. Both on social and mainstream media. All the important Dutch news programs featured Victim Fashion prime time more than once.
- >1.2 billion media impressions
- Earned media (conservative estimated) worth: €14.5 M
- Headlines across 20+ countries.
- 74% of the entire Dutch teenage audience reached
- 745.000 via influencers
- RTV media: 6.070.000 viewers, 9.548.000 listeners
- Online & print: > 20 M
- Social: 7.7 M viewers
- Own channels: 620.000 views
- Paid online media: 1.053.162 views