Speeding is one of the main causes of traffic accidents. Every year in Russia, around 200 thousand people are injured or killed.

These horrifying statistics do not scare drivers. On the contrary, some of the most viewed videos on the Internet among Russian users are crash videos captured on dash cams, which are popular across Russia.

We figured out that inserting frames from an alternative footage into the primary one at given intervals would cause the appearance of the alternative sequence in preview. We uploaded a video entitled "Most terrible fatal car crash ever". By clicking on it, users could see nothing similar with mentioned before, except one car overtaking another. The impatience of our drivers caused them to try finding the car crash quickly. As soon as users started scrolling the video forward to see the crash, in the alternative preview they saw a head-on collision with a truck and the message “Don’t Rush!”

In just 3 days with zero media spends the Mortal Timeline video became popular not only among Russian users, but also abroad. It was re-posted by the most well-known marketing and advertising sites in USA, Brazil, Japan, Italy, Germany, Czech Republic, India, Australia, New Zealand and many others.

YouTube Analytics shows success of our direct communication. More than 68% of viewers scrolled the video and saw our main message — Don’t Rush.