TASK FORCE INVESTIGATION FIREWORK BOMB-MAKERS by Lemz for Consumer Safety Institute

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TASK FORCE INVESTIGATION FIREWORK BOMB-MAKERS

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Industry Social Services
Media Film, Digital, Interactive & Mobile, Direct marketing, Case study
Market Netherlands
Agency Lemz
Released June 2012

Awards

Cannes Lions 2012
Direct Lions Social Media & Viral Marketing Silver

Credits & Description

Type of entry: Use of Direct Marketing
Category: Social Media & Viral Marketing
Advertiser: CONSUMER SAFETY
Product/Service: TACKLING THE PRODUCTION OF HOMEMADE FIREWORK BOMBS
Agency: LEMZ Amsterdam, THE NETHERLANDS
Advertiser CONSUMER SAFETY
Product TACKLING THE PRODUCTION OF HOMEMADE FIREWORK BOMBS
Entrant LEMZ Amsterdam, THE NETHERLANDS
Type of Entry: Use of Direct Marketing
Category: Social Media & Viral Marketing
Title: TASK FORCE INVESTIGATION FIREWORK BOMB-MAKERS
Advertiser/Client: CONSUMER SAFETY
Product/Service: TACKLING THE PRODUCTION OF HOMEMADE FIREWORK BOMBS
Entrant Company: LEMZ Amsterdam, THE NETHERLANDS
DM/Advertising Agency: LEMZ Amsterdam, THE NETHERLANDS

-: - (Lemz)

Describe the brief from the client
Fireworks are part of the Dutch New Year’s Eve tradition. Since fireworks lead to a great number of injuries each year, the annual campaign regarding consumer safety and fireworks has become a tradition as well.
This year’s target-audience: the growing group of thrill-seekers that turn these fireworks into homemade firework-bombs. Communicating the dangers of homemade explosives does not yield results with this target group. Bomb-makers perceive the chance of being caught as practically non-existent.
Strategy: increase the fear of getting caught and take the fun out of the game.



Creative Execution


By creating an investigative unit instead of a regular informative campaign we could really get to our target audience. Authentic execution and co-operation from the police and government made our Task Force real. The Task Force and our personal warning videos created a real buzz amongst bomb-makers and on YouTube.
This unusual approach also guaranteed tremendous attention in all media, allowing the client to get maximum exposure for a minimal budget.




Describe the creative solution to the brief/objective.



The idea: Task Force Investigation of Firework Bomb-Makers.
We ask support from police and government and turn the Task Force into a true investigative unit. We infiltrate the bomb-makers in the spot they use to display their craft and inspire others: YouTube. Here we download their movies, add a personal warning to them and send it to their YouTube channel. One by one, we confront each and every bomb-maker in person.
We track down home addresses of those who do not remove their movies. Those who still ignore the message get a visit from the police and the bomb squad.




Describe the results in as much detail as possible.



The one-on-one approach, based on a very limited budget, increases the fear of getting caught and undermines the bomb-makers’ platform.
• 60.5% remove their footage
• 532 are given a personal warning
• Task Force is viewed 280,000 times on YouTube
• 4,000 reactions from shocked bomb-makers
• €4.5 million worth of free publicity
• 5% fewer firework victims
• 3% fewer victims with serious injuries (17% to 14%)
• 0 deaths