Belgian Institute For Road Safety (Bivv/ IBSR) Promo, Case study PLAYSTATION MOVE REPORT ON JIMTV by TBWA\ Brussels

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PLAYSTATION MOVE REPORT ON JIMTV

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Industry Traffic safety
Media Promo & PR, Case study
Market Belgium
Agency TBWA\ Brussels
Creative Director Frank Marinus
Creative Wietse Vonk, Roel Pijnacker
Released August 2010

Credits & Description

Category: Best Use of Screens
Advertiser: BELGIAN INSTITUTE FOR ROAD SAFETY
Product/Service: ROAD SAFETY AWARENESS
Agency: TBWA\BRUSSELS
Date of First Appearance: Aug 11 2010
Entrant Company: TBWA\BRUSSELS, BELGIUM
Creative: Roel Pijnacker (TBWA)
Creative: Wietse Vonk (TBWA)
Creative Director: Frank Marinus (TBWA)
Account Director: Bénédicte Ernst (TBWA)
Account Executive: Miet Vanderyse (TBWA)
Director of Communications: Niels Famaey (BIVV/IBSR)
Adult Campaigns Manager: Anne Salmon (BIVV/IBSR)
Campaign Project Manager: Floris Merckx (BIVV/IBSR)
Media placement: TV - JimTV - 11/08/2010

Insights, Strategy & the Idea
Young people and their mobile phones are inseparable. Even when they are driving a car they call, take calls and send text messages. This causes a lot of accidents.

The BIVV (the national road safety institute) wanted to make young people aware of the dangers of phoning while driving. And since they are ‘the boring authorities’, they used Laid Back, a popular live show on JimTV, and its host, Ann Lemmens, who is considered very cool by the target audience.

If young drivers really experience what phoning behind the wheel can do to someone they really appreciate, they will think twice before they do it again.

Creative Execution
During the live show, the show’s host calls a popular colleague who’s driving back from an event. During this live telephone conversation, the television viewers hear how the guy has a car accident, which abruptly ends the phone call. The host in the studio is visibly shocked and turns to the producer for help. After a few seconds of studio chaos, a video is started.

After this video, the host reveals it was a set-up, and her colleague walks into the studio. She interviews a road safety specialist about the dangers of phoning while driving.

Results and Effectiveness
The show has a very faithful audience, which coincides with our target group. The whole thing seemed very real, and was very high impact television.