MERCI by Ldv United for City of Antwerp and Local Police

MERCI

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Industry Traffic safety
Media Promo & PR, Case study
Market Belgium
Agency Ldv United
Creative Director Kristof Snels
Art Director Liesbeth Haesevoets
Copywriter Stefan Dias, Johan-Lou Verwimp
Strategic Planner Katleen De Vlieger
Print Production Manager Jean De Moor
Released September 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: CITY OF ANTWERP
Product/Service: ANTI SPEEDING
Agency: LDV UNITED
Date of First Appearance: Sep 8 2010
Entrant Company: LDV UNITED, Antwerp, BELGIUM
Creative Director: Kristof Snels (LDV United)
Art Director: Liesbeth Haesevoets (LDV United)
Copywriter: Johan-Lou Verwimp (LDV United)
Copywriter: Stefan Dias (LDV United)
Account Manager: Katrien Vreys (LDV United)
Strategic Planner: Katleen De Vlieger (LDV United)
Print Production Manager: Jean De Moor (LDV United)
Brand Designer: Lotte Neirynck (LDV United)
Media placement: Outdoor campaign - 20m², Abribus, Canvas, Tram - 8/9/2010
Media placement: Print campaign - De Standaard, Gazet van Antwerpen, Het Nieuwsblad, ... - 8/9/2010
Media placement: Website - Website city of Antwerp - 8/9/2010

Insights, Strategy & the Idea

Like most big cities, the city of Antwerp struggled with speeding. Although the signs leave little room for interpretation, people just don’t seem to be able to respect them. A campaign had to sensitize drivers about speeding issues and encourage them not to speed.
Since we started creating campaigns for the CITY OF ANTWERP, the city became a popular brand and Antwerp citizens became proud citizens. Joint campaigns between the city and the local police are common for e.g. police recruitment campaigns and traffic campaigns.
Insight: instead of using a paternalistic message from the authorities, we choose to let Antwerp citizens spread the message.
Target: all Antwerp citizens, the more people we could engage, the stronger the message would come across.

Creative Execution
We created a campaign in which Antwerp citizens thanked drivers for not speeding in their street. We used a striking medium to disperse the message ‘thank you for not speeding’: a text balloon, often used by real-estate agencies, that could be attached to ones house.
Citizens got hold of a free text balloon at one of the pickup locations or through the website antwerpenzegtmerci.be. Every text balloon could be personalized by adding your name, the names of your children, street or community.
Because we truly believe in the impact of a sincere message from one citizen to another, we didn’t add any city or police logo to the text balloons.
The main medium we used were the 10,000 text balloons. A website was developed for obtaining the text balloons online. Posters with a visual of the text balloon were used to communicate the campaign and the URL.

Results and Effectiveness
The citizens of Antwerp were very eager to participate.
In no time the 10,000 text balloons were handed out. The sudden appearance of the text balloons was national TV news.
98% of the citizens remembered the campaign and its message
39% of drivers indicated that they pay more attention to not speeding and to courteous driving after seeing the campaign
‘Thank you for not speeding’ was the most appreciated campaign for the CITY OF ANTWERP in 2010. It was considered clear, useful, informative, significant and original.