SLOW DOWN by Happiness Brussels for Ovk/parents Of Child Road Victims

SLOW DOWN

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Industry Traffic safety
Media Promo & PR
Market Belgium
Agency Happiness Brussels
Creative Director Grégory Titeca
Creative Patrick Glorieux, Carl Hansenne, Naim Baddich
Released November 2010

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: PARENTS OF CHILD ROAD VICTIMS
Product/Service: ROAD SAFETY MESSAGE
Agency: HAPPINESS BRUSSELS
Date of First Appearance: Nov 15 2010
Entrant Company: HAPPINESS BRUSSELS, BELGIUM
Entry URL: http://slowdown.be/
Creative Management: Karen Corrigan/Gregory Titeca (Happiness Brussels)
Creative Director: Gregory Titeca (Happiness Brussels)
Creative: Naim Baddich/Carl Hansenne/Patrick Glorieux (Happiness Brussels)
Account Manager: Bart Vande Maele (Happiness Brussels)
Development: (Lucky Frame)
Media placement: Website - Internet - 15 November 2010
Media placement: IPhone Application - App Store - 15 November 2010

Describe the objective of the promotion.
When listening to their favourite music, young people have the tendency to drive too fast, making the risk of causing accidents much higher.

Belgian road safety organisation Parents of Child Road Victims asked us to raise awareness for this problem among 18-25 year olds.

We targeted that age group with 3 things that interest them the most: music, gadgets and cars.

Describe how the promotion developed from concept to implementation.
We turned an iPhone app in a medium with the power to generate talk value.

We created Slow Down, the app that slows down your music when you drive too fast.

The app was used to listen to music while driving. When exceeding the speed limit the app slows down the music, reminding the driver to slow down too.

Explain why the method of promotion was most relevant to the product or service.
By using an iPhone app as medium, we communicated to a young target group in a fresh way.
We captured their attention by combining 3 of their main interests: music, gadgets and cars.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Although developed for Belgian roads, the app was downloaded 9,604 times to this date.

On top of that, Slow Down got:

- Blog posts all leading design, technology, automotive and environmental blogs.
- More than 1,000,000 page views.
- Thousands of impressions on social media and Twitter.
- Huge free media coverage in national and international newspapers, magazines and radio stations.