We wanted to launch a campaign to show to the speeding drivers that driving fast like a "Schumacher" is absolutely stupid and there is no point in driving in this way. To do this, we contacted the number 1 formula driver, Michael Schumacher. We told him the situation, and he immediately agreed to help us build the message and raise awareness at no cost.

The first step was to create a viral video to stir the public's opinion on the matter that speeding is not being a Schumacher, it's in fact being stupid.

5 days after uploading the viral video, Michaels words reached several media sites and platforms, which gave way to the official TV, web, press and print campaign.

Results

Consequently, Michael's message shook the entire country.

#schumacher was trending topic on twitter, with over 200.000 YouTube views and over 1 million social and web mentions. Furthermore, the campaign reached world coverage and was mentioned in over 50 countries. This also lead the government to implementing a new project that would outlaw speeding.