Direct > Use of Media
HAPPINESS BRUSSELS, Brussels / OVK (PARENTS OF ROAD VICTIMS) / 2009
Awards:
Overview
Credits
Audience
People saw the direct consequences of their actions, and we made them remember one message: Let it ring...We got the attention of thousands of persons, in only two weeks after launch.Numerous newspapers and blogs spread the message.And the campaign is still running...
ClientBriefOrObjective
Calling and driving is responsible for more and more accidents a year in Belgium.OVK – Parents of Child Road Victims – wanted to make people aware of the danger.
Execution
Through a partnership with Belgium’s most used video sharing website, GarageTV, we turned what seemed a normal internet video into an interactive experience.On the website www.letitring.be, anyone can send this video to their friends, by giving their e-mail address and cell phone number.Their friend receives an e-mail with a link suggestion to what seems a typical internet movie.What his friend doesn’t know, is that he is playing the main part in it. When he is watching the video, his cell phone starts ringing. If he picks up, he generates an accident in the viral movie.
Relevancy
For people who’ve never experienced a road accident, calling and driving doesn’t seem something harmful.We wanted people to experience the direct consequences of their actions.An accident is always unexpected; therefore we chose an unexpected way to communicate our message.
More Entries from Direct Response Mobile Marketing in Direct
24 items
More Entries from HAPPINESS BRUSSELS
24 items