Media > Use of Media

SKI ACCIDENT PREVENTION

RUF LANZ WERBEAGENTUR, Zurich / SUVA / 2006

Awards:

Shortlisted Cannes Lions
CampaignCampaignLayout(opens in a new tab)
Presentation Image
1 of 0 items

Overview

Credits

OVERVIEW

Audience

People immediately changed their skiing behaviour, because the action was put where people ski.

The "accident victims“ were placed where people were waiting to take the chairlifts, and so became an immediate topic of conversation.

CommunicationGoal

On average, people ski much too fast on the Swiss ski slopes. Already 32% of all the sport accidents are wintersport accidents.

The briefing of the Swiss accident prevention SUVA was to make the wintersport people aware of the dangers of racing.

Effectiveness

With a budget of only CHF 75'000.-, accident prevention became the topic of discussion amongst thousands of sportspeople.Even more: 30 newspapers, as well as TV and radio stations reported the action,and multiplied the advertising effect. This helped to reduce the amount of wintersport accidents in Switzerland by 4%.

Implementation

By placing the dummies in the wintersport centres, there was no loss in media distribution. People were caught by surprise, when they discovered the almost real looking "accident victims“ in this unusual environment.The message was received immediately.

MediaStrategy

Large and seemingly real figures were put in plaster cast from head to foot, as if having had a tragic accident.They were placed in prime spots in all the big ski stations: at the entrance to the skilifts, in front of restaurants and even on chair lifts.

An eyecatcher, which communicates that racing on the ski slopes is not worth it.

More Entries from Best use of Ambient Media in Media

24 items

Grand Prix Cannes Lions
LAUNCHING AN AIRLINE ON THE SMELL OF A LYNX CAN

Best use of Mixed Media

LAUNCHING AN AIRLINE ON THE SMELL OF A LYNX CAN

LYNX, UNIVERSAL McCANN

(opens in a new tab)

More Entries from RUF LANZ WERBEAGENTUR

24 items

Gold Cannes Lions
FEATURING WORLDHITS

Direct Response TV & infomercials

FEATURING WORLDHITS

MUEHLEHALDE, RUF LANZ WERBEAGENTUR

(opens in a new tab)