SLOW DOWN. TAKE IT EASY. by Rod Kommunikation for SWISS COUNCIL FOR ACCIDENT PREVENTION

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SLOW DOWN. TAKE IT EASY.

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Industry Traffic safety
Media Direct marketing
Market Switzerland
Agency Rod Kommunikation
Art Director Maurus Zehnder
Copywriter Sascha Borsai
Strategic Planner Megan Gutman
Released October 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: SWISS COUNCIL FOR ACCIDENT PREVENTION
Product/Service: ROAD SAFETY AWARENESS
Agency: ROD KOMMUNIKATION
Date of First Appearance: Oct 26 2009 12:00AM
Entrant Company: ROD KOMMUNIKATION, Zürich, SWITZERLAND
Entry URL: http://www.facebook.com/SlowDown.TakeItEasy
Partner: David Schärer (Rod Kommunikation)
Partner: Regula Fecker (Rod Kommunikation)
Partner: Oliver Fennel (Rod Kommunikation)
Art Director: Maurus Zehnder (Rod Kommunikation)
Copywriter: Sascha Borsai (Rod Kommunikation)
Account Director/Strategic Planner: Michael Benz (Rod Kommunikation)
Strategic Planner: Megan Gutman (Rod Kommunikation)
Assistant PR Manager: Rachel Huber (Rod Kommunikation)
Media: Zipmedia (Zipmedia)
Band: Da Sign & the Opposite (Da Sign & the Opposite)
Composer: Roman Camenzind (Hitmil)
Sound Designer: Fabio Fondo (Freelance)
Programming: Include7 (Include7)
Media placement: TV Campaign - 3 Spots - SF1, SF zwei, Pro7, RTL, RTL II, Sat. 1, 3+, VIVA, MTV, TSR1, TSR2, M6, TVM3, RS - 26.10.2009
Media placement: Online - 20minuten.ch (d/f), NewsNetz*, blick.ch, boegele.ch, Zattoo (d/f/i), etc. - 26.10.2009
Media placement: In-Game Advertising - Billboard - Need for Speed: Pro Street, Need for Speed: Carbon, Burnout: Paradise, Burnout: - 26.10.2009
Media placement: Cinema - Genre: Action/Thiller - 26.10.2009
Media placement: Viral: Guerilla, Ambient, Reserve - Various - 26.10.2009
Media placement: Outdoor - Billboard - 26.10.2009
Media placement: Website - http://www.slow-n-easy.ch/ - 26.10.2009
Media placement: Short Film - Pro7 - 05.12.2009
Media placement: Music Video - MTV, VIVA - 05.12.2009

Describe the brief/objective of the direct campaign.
In Switzerland, the road safety authorities launched a new campaign for a new target of 18-35 year old men and women. «Driving the speed limit» is a low-involvement theme. Research shows that young people avoid messages of scare tactics/statistics. Driving fast is required in the midst of the fast-paced pressures of everyday life – it is a cultural problem. We were challenged to create a campaign that could permeate culture, inspire behavior change and be a platform for continued involvement. Our campaign was born out of the concept: enjoy the moment, or rather, «Slow down. Take it easy.»

Explain why the creative execution was relevant to the product or service.
To capture and maintain young people’s attention, we had to make «Franky Slow Down» accessible. He needed to be interactive and alive. Therefore, we established a «Franky Slow Down» page and a «Slow down. Take it easy.» fan page on Facebook. Through this direct channel, we can maintain contact with our audience in real-time, organize events and maintain a relevant, vibrant user-generated content campaign.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We needed a campaign that would tackle the «fast life» on and off the streets. Because successful behaviour change happens voluntarily, we encouraged involvement and commitment through a relevant medium (music) and long-term, direct interaction (social media). We branded a lifestyle movement: slow down. We gave that movement a new 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 fully integrated, crossmedia campaign.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
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 3x 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