ROADCROSS «CRACKING INSTA-FILTER/INFLUENCER/PR»
Title | ROADCROSS «CRACKING INSTA-FILTER/INFLUENCER/PR» |
Brand | ROADCROSS |
Product/Service | ROADCROSS |
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
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