Youth represent 1/3 of all people in traffic accidents and the risk of death among young drivers is three-fold compared to the whole population. Not paying attention plays a role in a big part of all accidents and mobile usage is one of the main reasons for it.

Our client Neste is the biggest gas retailer in Finland which means their stations are everywhere on the roads thoughout the whole country. They wanted to raise the issue of traffic safety among young people in a way like never before, and generate discussion and lower the number of road traffic injuries.

We produced three Snapchat videos with three Snapchat idols. Using the My Story functionality, we could tell a story that unfolded as the day went on. And it is just the type of content that their followers are paying attention to. Every single day.

The timeline was one day and we used just one single channel. The message spread quickly from Snapchat to other channels: major media covered the story and Twitter flooded with comments. But most of all, the inboxes of the Snapchat stars flooded, as their followers sent worried inquiries about what had happened -- and delighted and thankful messages, after the revelation that it was a campaign.