ROADCROSS «CRACKING INSTA-FILTER/INFLUENCER/PR»

TitleROADCROSS «CRACKING INSTA-FILTER/INFLUENCER/PR»
BrandROADCROSS
Product/ServiceROADCROSS
Category A03. New Realities & Voice Activation
Entrant FARNER PR Zurich, SWITZERLAND
Idea Creation FARNER PR Zurich, SWITZERLAND
Media Placement FARNER PR Zurich, SWITZERLAND
PR FARNER PR Zurich, SWITZERLAND
Production FARNER PR Zurich, SWITZERLAND
Production 2 360WEARE Berlin, GERMANY
Credits
Name Company Position
Stéphanie Anne Kebeiks RoadCross Schweiz Client
Mike Egle RoadCross Schweiz Client
Patrizia Koller RoadCross Schweiz Client
Philipp Skrabal Farner Consulting AG Agency
Bruce Roberts Farner Consulting AG Agency
Jonas Brändli Farner Consulting AG Agency
Mathias Kröbl Farner Consulting AG Agency
Lea Schindler Farner Consulting AG Agency
Constanze Fristensky Farner Consulting AG Agency
Lisa Widmer Farner Consulting AG Agency
Markus Hartlieb 360WeAre VR and AR Content creators
John Hanson 360WeAre VR and AR Content creators

Background

Smartphones are the lifeline for Generation Z. It links them with everything that’s dear to them. But the fear of missing out triggers them to check it 85 times a day, no matter where. With dire consequences. Distraction due to smartphones has replaced drunken driving as the number 1 reason for serious traffic accidents. The goal of the campaign was to make the target group aware of the dangers and to make them think.

Describe the creative idea

How do you get a message across to a target group that doesn't want to hear it? We all know the fun AR filters that young people like to play around with. We created exactly one of those filters: The SMOMBIE Filter – an AR filter with a shocking twist. Once you film yourself with it and turn your head to the side, the effect comes into play. Screeching tyres sound, the screen shatters and our warning message appears. For the launch, 22 top Swiss influencers posted their own story for free, using our integrated AR filter. The filter and the campaign made it to the mainstream media.

Describe the strategy

Gen Z is one of the most difficult audiences to reach and there are only a few channels where we can get to them. We decided to use Instagram stories and created a custom AR filter in order to emphasize on the engagement with the topic. The campaign received a co-creative element for leverage. To give the AR filter a boost we asked the top 22 influencers in Switzerland to use the filter to produce and post their own authentic safety message to their followers.

Describe the execution

We reached our young target audience by utilizing their medium of trust (Insta-stories), thus letting them carry the message peer-to-peer instead of lecturing them about safety. The AR filter made it possible to co-create, which gave it even more credibility. Thanks to the amplification by the 22 influencers, the message spread fast and the AR filter became popular, even mainstream media was covering it broadly.

List the results

22 of Switzerland top influencers participated for free and created 22 Instagram Stories using our AR filter Earned Reach Influencers: 3.3 Mio followers (per December 31, 2020 918'065 people between the ages of 16 to 25 lived in Switzerland) 62 media mentions among it a national primetime TV broadcast (10vor10) . Reach media: 4.3 Mio Media equivalent value: CHF 473k