THE NIGHT OF MY LIFE by McCann Madrid for STOP ACCIDENTS

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THE NIGHT OF MY LIFE

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Industry Traffic safety
Media Promo & PR, Case study
Market Spain
Agency McCann Madrid
Art Director Pablo Amade
Released April 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: STOP ACCIDENTS
Product/Service: ROAD SAFETY AWARENESS
Agency: McCANN ERICKSON
Date of First Appearance: Apr 1 2010 12:00AM
Entrant Company: McCANN ERICKSON, Madrid, SPAIN
Entry URL: http://www.interachtung.com/stopaccidentes/
General Creative Director: Leandro Raposo (McCann Erickson Spain)
Executive Creative Directors: Monica Moro/Pablo Stricker/Pablo Colonnese (McCann Erickson Spain)
Executive & Online Creative Director: Hugo Olivera (McCann Erickson Spain)
Creative Director/Copywriter: Pablo Stricker (McCann Erickson Spain)
Art Director: Pablo Amade (McCann Erickson Spain)
Account Manager: Silvia Linde (McCann Erickson Spain)
Media placement: INTERNET - Facebook, Flickr, Twitter, Etc - 01/04/2010

Results and Effectiveness
The real merit of the proposal was the strategy used in order to catch those viewing the albums unaware. Almost inaugurating a new medium, incidentally, on a budget of zero. Also interesting was the proposal to build a campaign by piggybacking users, meeting the objective of warning the receivers of the message as well as the senders.

Creative Execution
The end justifies the means/media. That is how this action came about. It was basically a matter of generating a new medium, something like advertising in photo albums which are posted in the social networks (Facebook, Flickr, Twitter, etc.) by users. The idea is to “intrude” in the albums of photos showing celebrations, where people generally appear drinking alcohol, to convey a blunt message on the consequences of driving under the influence of alcohol. Those who decided to cooperate and take part in the campaign were given access to a microsite (http://www.lanochedemivida.es) where they could recreate an accident with their own cars to add to their album of photos of a night of partying. Then users could personalize the message to warn their friends about the consequences of drunken driving.

Insights, Strategy & the Idea
Sadly, Spain leads the ranking of the countries with the highest rate of road accidents. One of the main reasons being the number of people who drive while under the influence of alcohol. The traditional media are all too common and familiar a terrain for public welfare campaigns, so it has become essential to seek innovative alternatives to reach citizens and raise their awareness.