How do you generate high involvement in a no-involvement theme like driving the speed limit for road safety without being considered a wagging finger? By handling an unattractive message in a way that makes it modern, popular and relevant to a young audience.

Meet: Franky Slow Down, Switzerland's guardian angel. His philosophy: life is too short to rush through it. Franky understands that it is people's stressful lives that are pushing the gas pedal, therefore he communicates his Slow down. Take it easy. message on and off the streets.

Franky's campaign is about inspiring voluntary behavior change. He created a mood through music and a laid-back attitude. In order to get into their cars, Franky joined a Swiss band and recorded a hit single: Slow down. Take it easy. The message was adapted in TV, cinema, a short film and a music video.

We branded a lifestyle movement: slow down. We gave that movement an accessible hero: “Franky Slow Down”, Switzerland’s guardian angel. In order to promote his philosophy “life is too short to rush through it”, he released a song “Slow down. Take it easy” with the Swiss band, Da Sign & the Opposite. The concept was further adapted to a fully integrated, crossmedia campaign.Today, Franky is everywhere. We used above-the-line media to launch his message (TV, cinema, print, outdoor, website, press coverage), below-the-line (events, sponsorships, direct), non-traditional (music, in-game billboards, social networking, user-generated content) and ambient (stickers, merchandising, car accessories) in October 2009.

Franky’s Facebook profile and fan pages play an integral role in the campaign success and continuity. Franky has established relationships with over 100,000 followers and can activate them directly. His social media activities have offered a platform to participate in the campaign through user-generated content and connections.

The campaign song had airplay on 33 radio stations. As a result, it was ranked no.5 in the Swiss charts and generated over 1 million Swiss francs worth of free publicity. Franky also generated unpaid press coverage worth over 1 million Swiss francs.

Furthermore, we have the ability to activate over 100,000 Facebook friends/fans for events. Today, “Slow down. Take it easy” is the most successful Facebook campaign ever in Switzerland with 3 times as many fans as Bligg, the most popular music star in Switzerland. We have also distributed over 250,000 “Slow down. Take it easy” stickers to our fans and followers.