Branded content is just emerging in Quebec and Canada. No parameter has yet been established that clearly defines the fine line between this kind of content and advertising. Any campaign that specifically addresses Quebec youth has to take into consideration that this target consumes very little traditional media; they don’t turn the TV or radio on and rarely read a newspaper. That’s why we decided to reach them with a message on their territory, not with media placement, but through an experience that presented moving stories in a highly original way.

The ghosts were shot on a green screen using a stereoscopic camera. The files were then converted into 3D. A stereoscopic screen behind a one-way mirror allowed the 3D ghosts to be projected in front of the mirror and gave them a holographic appearance. Motion sensors activated the video files. The installation was designed to blend with the decor and to be easily moved around and installed in washrooms. Lastly, the website speakup.com was created, which provided additional information on road accidents.

The installation was placed in 39 colleges (nearly all the colleges in the province). The case video was viewed nearly 220,000 times on YouTube. In the press and electronic and online media, the initiative garnered over 125 mentions, equivalent to $585,000 in free media placement, a sizeable impact in a 6 million people market. .

Finally, testimonials from young people themselves demonstrated the campaign’s ability to forcefully connect with its target. All of them stated that they were moved, and some even shaken, by the experience.