Mortel Scooter Campaign

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  • Mortel Scooter Campaign

    1. 1. CAMPAIGN MORTEL SCOOTER
    2. 2. <ul><li>Half the teenagers killed on the road die on scooters, despite the low number of users. Most are boys </li></ul><ul><li>Considering that 2 teenagers die every week on motorised two-wheeled vehicles and 110 are seriously wounded, how can we raise their awareness regarding risks on scooters? </li></ul>THE NEED
    3. 3. <ul><li>Don’t waste time arguing Responding to teenagers’ justifications for their behaviour doesn’t work </li></ul><ul><li>Shake the foundations of risk-taking: teenagers’ feeling of invulnerability </li></ul>THE STRATEGY
    4. 4. <ul><li>How? By showing the consequences of risk-taking, without being patronising </li></ul>THE STRATEGY
    5. 5. THE <ul><li>Approach: no conventional prevention discourse </li></ul><ul><li>Posture: no patronising; start a debate without concern for lobbies, in full knowledge of the nature of the content </li></ul><ul><li>Creative approach: use teenagers’ fascination regarding pictures of accidents to attract them </li></ul>INNOVATION
    6. 6. <ul><li>A website called “mortel scooter” - all videos - the keystone of the campaign </li></ul>THE MEANS
    7. 7. THE WEBSITE
    8. 8. <ul><li>Taken from the Internet, in line with those watched by the target group, and bearing a “universal” lesson </li></ul>VIDEOS OF ACCIDENTS <ul><li>Testimonials of young victims and young professionals especially produced for the website </li></ul><ul><li>Teenagers can send their “home videos” (screened by a moderator) </li></ul>VIDEOS OF TESTIMONIALS
    9. 9. <ul><li>To draw traffic to the website </li></ul>Mots clés THE BANNERS
    10. 10. <ul><li>Four testimonials of victims </li></ul>Space buying Partnership ON THE RADIO
    11. 11. RESULTS
    12. 12. T <ul><li>Almost 100,000 unique visitors </li></ul><ul><li>in 10 days </li></ul><ul><li>500,000 visitors by 5 December 2008 </li></ul><ul><li>3 million videos seen </li></ul>RAFFIC
    13. 13. THE <ul><li>A debate on more than 50 forums with up to 80 posts per forum </li></ul>ONLINE REACTIONS “ Web, videos, people like you who are deep in it. It means something to me. ” “ It’s enough to cool your head ” “ Shit there’s some real hardcore videos ” “ Personally these hardcore campaigns turn me off Evil or Very Mad because it doesn’t change anything... ” “ I can’t watch it shakes me up too much, that’s all - It takes several layers for it to start taking ”
    14. 14. <ul><li>198 pieces by mid-December </li></ul><ul><li>In 3 days: </li></ul><ul><li>Mentioned 80 times on TV & radio </li></ul><ul><li>Mentioned 50 times in the daily press </li></ul><ul><li>Dozens of links in the online media </li></ul>THE COVERAGE
    15. 15. THE TV-RADIO COVERAGE
    16. 16. THE PRINTED PRESS
    17. 17. THE PRINTED PRESS
    18. 18. THE ONLINE PRESS
    19. 19. THE <ul><li>With Mortel scooter, we addressed the key target: teenage boys who drive motorised two-wheeled vehicles and take risks. </li></ul><ul><li>By letting kids speak for themselves, we avoided two frequent issues with this type of campaign: a patronising tone of voice (that gets rejected) and an institutional attitude (that puts kids off). </li></ul><ul><li>By publishing the website anonymously at first, we generated a significant buzz. </li></ul>INSTIGATOR’S FEEDBACK
    20. 20. CAMPAIGN MORTEL SCOOTER

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