Romanian Police Print YOUR LAST JOURNEY by Publicis Bucharest

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Industry Traffic safety
Media Print, Magazine & Newspaper
Market Romania
Agency Publicis Bucharest
Art Director Raluca Bararu
Copywriter Dan Frinculescu, Andrei Gurau
Released November 1999

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Product/Service: ROAD SAFETY
Chief Creative Officer: Razvan Capanescu (Publicis Bucharest)
Copywriter: Andrei Gurau (Publicis Bucharest)
Art Director: Raluca Bararu (Publicis Bucharest)
Account Director: Emanuela Ionescu (Publicis Bucharest)
Copywriter: Dan Frinculescu (Publicis Bucharest)
BTL Senior Producer: Cristian Balaci (Publicis Bucharest)
BTL Account Manager: Andreea Nedelea (Publicis Bucharest)
Media placement: Direct Activation - Front Of City Clubs - March 30, 2012
Media placement: Towels With Message - On Cars In Front Of Clubs - March 30, 2012
Media placement: Viral Movie - YouTube - April, 27, 2012

Describe the objective of the promotion.
With a target having no patience and holding the 'bullshit button' close, a target difficult to reach, a difficult objective caught shape:
Convince as many people as we can not to drink and drive and get those who are not into this 'sport' to share this point of view.

Describe how the promotion developed from concept to implementation.
The idea: Bring Death to the club doors
We re-created the Romanian traditional funeral ritual -replacing the sexy promoters with mourners (the real deal, old ladies) who approached those getting out of the clubs asking them not to drive after drinking. And instead of the classic windshield leaflets, we had traditional funeral towels tied by the mirror of every car in front of the clubs, virtually transforming the club’s parking into a funeral convoy.

To make sure this activation would be seen by many and be shared we also filmed it undercover and placed the movie on YouTube.

Explain why the method of promotion was most relevant to the product or service.
We needed a shocking approach in order to make our message heard and memorable, as alcohol is the major killer on the roads.

We've tackled directly the perception 'I'm a good driver, it cannot happen to me' bringing the subject of death close to both the moment of alcohol consumption and the possible driving afterwards - with all its implications.

The live impact in 3 stages (mourners - funeral song - towels) was pimped-up by the viral movie and for the first time a police programme was meaningful and spoke to them, making them also reconsider their perception of police itself.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The impact will last a lifetime for those that interacted live, all of whom were convinced not to drive after drinking on those nights
2 days after posting the movie on YouTube it went viral: the top 4 TV stations in Romania (ProTV, Antena1, RealitateaTV, PrimaTV) broadcast the story in breaking news, praising it (a first for a police programme) and started collecting an ever-increasing number of views (9,771 in the first 24hours), posts and links, comments and 'likes' -like no other police programme ever before.

But the biggest win was that everybody appreciated the initiative and agreed with the message.