Because we want to break the rules of classic road-safety communication campaign, we proposed a film to prevent young drivers from traffic accidents because of alcohol. The film is focused on a vinyl that plays a song everybody knows but that nobody wants to listen to anymore.

The first way to create awareness about this campaign has been to actually create the vinyls and send them to a large panel of public relations. Then, we launched the website with the film that has been shared many times on the social networks.

We also created the competition #cleplanquee with the goal to take a picture of our vehicle's keys and post it on Instagram with the hashtag. The winners could win a free subscription to Spotify.

Finally, we broadcasted the film through several TV channels and more than 300 hundreds diffusions.

We found many media partners ready to play the game with us.

First of all, the digital channel : we broadcasted the film through the association's Youtube channel and to support it, we also launched a website that has been shared many times on the different platforms of social networks. We continued the digital tactic by developing a competition on Instagram. The objective was to take a picture of our vehicle's keys and to post it on Instagram with the hashtag #cleplanquee. Spotify accepted to work with us and offered few account's subscriptions for every week's winners.

Many influential websites such as Canal+, Dailymotion accepted to play the game too and broadcasted displays.

Then, we brought the film on several TV channels that also accepted to complimentary broadcast it more than 300 hundred times. It agreed to relaunch the campaign and accentuate its awareness 1 week after the digital launch.

The day after they received the record, half of the journalists wrote an article about the campaign.