SPEEDKILLS by Naked Communications for Transport Accident Commission (TAC)


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Industry Traffic safety
Media Promo & PR, Case study
Market Australia
Agency Naked Communications
Director Andrew Lancaster
Creative Director Seshan Moodley
Creative Anna O'donoughue
Designer Lionel Alphonse, Kelly O'rouke
Producer Florence Tourbier
Editor Andrew Soo
Released January 2011

Credits & Description

Category: Best Use of Social Media Marketing
Product/Service: ROAD SAFETY
Date of First Appearance: Jan 10 2011
Entry URL: http://facebook.com/speedkills
Executive Ideas Director: Paul Swann (Naked Communications)
Creative Director: Seshan Moodley (Naked Communcations)
Creative: Anna O'Donoughue (Naked Communications)
Project Direction: Renata Gordon (Naked Communications)
Communications Strategy: Edd Southerden (Naked Communications)
Planning Partner: Adam Ferrier (Naked Communications)
Agency Producer: Jonathan Worsley (Naked Communications)
Designer: Kelly O'Rouke (Naked Communications)
Designer: Lionel Alphonse (Naked Communications)
Director: Andrew Lancaster (Photoplay Films)
Executive Producer: Oliver Lawrence (Photoplay Films)
Producer: Florence Tourbier (Photoplay Films)
Line Producer: Noni Couell (Photoplay Films)
Director of Photography: Max Davis (Photoplay Films)
Sound Recordist: Ben Travers (Photoplay Films)
Editor: Andrew Soo (Photoplay Films)
Client: John Thompson (TAC)
Client: Shenagh Macrae (TAC)
Client: Sarah Henderson (TAC)
Media placement: TV Campaign - 1 Spot - Channel 10 - 15th January 2011
Media placement: TV Campaign - 1 Spot - Channel 9 - 15th January 2011
Media placement: TV Campaign - 1 Spot - Channel 7 - 15th January 2011
Media placement: Digital - Social Media - 14th January 2011

Insights, Strategy & the Idea
Speeding on rural roads is a major cause of deaths in rural Australia.

In fact, deaths have increased by 20% in the last year. The usual shock tactics weren’t working.

In an effort to reduce the road toll, we targeted ‘permissive speeders’; the Australians who believe there’s nothing wrong with driving over the speed limit.

We needed to take a radically different approach to changing their behaviour.

Two insights propelled the campaign: Commitment: if we could create a small action (liking on Facebook) we could trigger a larger behaviour change (slowing down). Social Proofing: people look to others to determine the appropriate mode of behaviour, so a mass movement rejecting speeding would really make an impact.

So rather than send another top-down message from the Government, we went to a very special rural community and asked them to promote the message on our behalf.

Creative Execution
Buried in the Australian outback is a tiny town called Speed (population 45 – yes, 45). They agreed to change their town’s name to SpeedKills if enough people liked the idea on Facebook.

We made of series of documentary-style videos featuring the people of Speed, from a simple appeal to support the name change, to a quirky slow car race. No actors, no scripts, just real people telling a story of frustration.

The content was used throughout the campaign, driving people to the Rename Speed Facebook page where they would show their support and spread the word.

The messaging propagated wildly through social media. Twitter and Blogger outreach took the campaign even wider.

We fuelled the campaign with more content, SEM, Video seeding, and Facebook advertising, all building visibility and traffic.

Results and Effectiveness
On the day the campaign went live, there was so much online chatter that our target of 10,000 likes was achieved within 24 hours.

New milestones were set, and all-up we received over 34,500 public declarations of people wanting others to slow down (a quarter of them young males), 1.6m views on Facebook, over 10,000 comments on the site, and 10m impressions on twitter.

Not bad for a town of 45 people called SpeedKills!