ROADCROSS «CRACKING INSTA-FILTER/INFLUENCER/PR»

TitleROADCROSS «CRACKING INSTA-FILTER/INFLUENCER/PR»
BrandROADCROSS
Product/ServiceROADCROSS
Category B06. Innovative Use of Influencers
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
Martin Hofer Farner Consulting AG Agency
Andreas Rageth Farner Consulting AG Agency
Lukas Günter Farner Consulting AG Agency
Alina Leiendecker Farner Consulting AG Agency
Sibylle de Marin de Carranrais Farner Consulting AG Agency

Why is this work relevant for PR?

The idea is fully based on earned reach and on unconventional co-creation with influencers (unpaid). Distraction due to smartphones has replaced drunken driving as the number 1 reason for serious traffic accidents. Nobody has more credibility to warn the Gen Z than the most popular Swiss influencers.

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 (20% of vote)

Nobody has more credibility with the target group than influencers and no influencer wants to lose a follower due to an accident. With this message, we convinced 22 top Swiss influencers to participate in our campaign – for free. As a next step, we developed an AR filter for them and their stories. 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 sounds, the screen shatters and our warning message appears. Thanks to the influencers' stories, we had maximum impact on our target group and zero wastage. The filter and the campaign made it to the mainstream media.

Describe the PR strategy (30% of vote)

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 convinced 22 of the top Swiss influencers to participate in our campaign for free. The key message for them was: You have responsibilities and you don't want to lose followers unnecessarily. We then created a special AR filter for their stories. The SMOMBIE Filter – an AR filter with a shocking twist. With the filter the campaign gained a co-creative element, which gave the followers the possibility to share their message with peers as well.

Describe the PR execution (20% of vote)

First, we developed the AR filter with our campaign messaging for Instagram Stories. Secondly, we convinced the 22 top Swiss influencers to participate free of charge in the campaign and post stories with our AR filter. Thirdly, we pitched the co-creative campaign with the influencers to the mainstream media. The earned reach with the target group was huge (earned social media reach of 3.3 million) and with earned media reach of 4.3 million, the campaign gained national relevance.

List the results (30% of vote)

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, 2021 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