PROBLEM:

Young guys think they’re invincible behind the wheel, which leads to speeding, which can lead to a fatal crash.

SOLUTION:

Show them their actions have consequences in an unexpected way, to help them reconsider their speeding.

RESULT:

By personalising a message using their own social media content, young drivers received a poignant reminder to slow down.

Grand Prix (Purple Pin) Best Awards Best Interactive Design

Gold – Best Awards New Zealand’s Best Interactive Design

Gold – CAANZ Media Awards – Best Smart Media Idea

Gold – NZDM AWARDS Best Digital Creative

Gold – NZDM AWARDS Government/Public Sector

Silver – CAANZ Media Awards Best Use of Digital Landscape

Silver – CAANZ Media Awards Social Marketing/Public Service

Silver – Axis Direct Marketing, Direct Response

Silver – Caples Social Media

Silver – Capels Interactive Campaign

Bronze – Cannes Media Lion

Bronze Pencil One Show Interactive

Bronze – Spikes Asia Media

Bronze – AWARD Online Games

Bronze – Axis Digital & Interactive, None of the above

Bronze – Axis Big Ideas, Interactive

Bronze Effie – Most progressive campaign

Bronze Effie – Most effective Digital/Social

Bronze Effie – Limited Budget

Merit – One Show Branded Content (Games)

Finalist – Spikes Digital Community Applications

Finalist – Spikes Digital Public Service

Best Ads – Interactive

Site of the Day – FWA July