Our client for this ad was the Land Transport Safety Authority (LTSA) which is a Government division that promotes road safety. As part of this role LTSA provides the results of official crash tests of recent model cars on their website. The client briefed the agency to encourage buyers of new and used cars to visit the crash test results on their site. We created this highly interactive and original pop-up ad. The essence of the idea was to get the audience to experience a car 'crash' online and then tell them where to go to view real crash test results. When the online user came to selected automotive websites we turned their cursor into an animated car. When they move their car-cursor over the left-hand menu bar (a natural place to go) the car crashes and the entire screen shakes. A message then pops up next to the crashed car.

This idea was conceived by the media planner. It’s a creative use of the medium that came in a moment of inspiration to the media planner while identifying partner websites and potential ad formats for the campaign.

The campaign was media-led from the beginning:The media planner and account service person took the brief directly from the client.The media team then developed the media strategy, partner site selection and identified a range of online ad formats.The media planner then had the idea that took the campaign execution way beyond standard banners and buttons.The media planner commissioned a prototype of the ad to be mocked-up by an online ad programmer. He then sold the idea and overall media strategy to the client.The media planner briefed the agency creative and production teams to develop the final versionThe media team managed the negotiations with the partner sites (convincing them to run this new format was not easy).The media team monitored and reported the results of this activity.