Consumer Safety Board - Fireworks Safety

Consumer Safety Board – Fireworks safety Using highly targeted online media to prevent fireworks related accidents ENGAGING ADVERTISING

Background
Dutch consumers buy fireworks to celebrate New Year’s Eve.
Every year, there are a number of fireworks accidents that necessitate treatment at a hospital.
A lot of fireworks accidents are caused by the fact that people do not know the safe way to set off fireworks.
The Consumer Safety Board executes yearly campaigns to prevent accidents.
Because of a decrease in the number of accidents in previous years, the budget available for the 2006 campaign was cut in half.
In an effort to decrease the popularity of illegal trade, the government has decided to allow the sale of stronger fireworks through legal channels. This is expected to lead to an increase in the number of accidents of as much as 50%.
In previous years, a large part of the budget was spent on TV ads.

Objectives
with a 50% lower budget
with new laws that allow stronger fireworks to be sold legally
Stabilize the proportion of fireworks related accidents among young people (10-19 years old)

Strategy
In light of the reduced budget, focus on highly targeted online communication instead of a TV campaign.
Adapt the message to the ‘Youtube generation’ by using snackable online content : a mixture of entertainment and information.
Create a free publicity buzz on blogs and news sites.
Create a viral hit by using the largest Dutch social networking site.

Creative strategy
Online movies that illustrate safety tips.
Every tip is explained and illustrated by Li-Kung Lee, a Chinese firework manufacturer with a great passion for fireworks.
Li-Kung Lee only speaks Kantonese, so in order to know what he’s saying, you have to watch closely.
This makes the movies very entertaining and fun to watch.

Creative work – Movies on YouTube http://www.youtube.com/user/LiKungLee

Creative work – Li-Kung Lee homepage http://www.chinesefireworks.cn/

Creative work – Li-Kung Lee on Hyves http://li-kunglee.hyves.nl/

Links to creative work
Movies on YouTube: http://www.youtube.com/user/LiKungLee
Li-Kung Lee homepage: http://www.chinesefireworks.cn/
Li-Kung Lee on Hyves: http://li-kunglee.hyves.nl /

Results
A lot of attention from the target group:
movies watched 300.000 times on YouTube
Li-Kung Lee has more than 800 friends on Hyves
And, even though the budget had been reduced by 50%:
the proportion of accidents in the target group has decreased by 2%
same campaign awareness as in previous years
same risk awareness as in previous years
same awareness and application of safety tips as in previous years

Contact
For more information, please contact: Arnd Jan Gulmans [email_address]

Consumer Safety Board - Fireworks Safety

by TBWA on Jun 21, 2007

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Consumer Safety Board - Fireworks Safety — Presentation Transcript