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CAMPAIGNMORTEL SCOOTER
MORTEL SCOOTER
Half the teenagers killed on the road die on scooters, despite the low number of users. Most are boys
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?
THE NEED
MORTEL SCOOTER
Don’t waste time arguing Responding to teenagers’ justifications for their behaviour doesn’t work
Shake the foundations of risk-taking: teenagers’ feeling of invulnerability
THESTRATEGY
MORTEL SCOOTER
How? By showing the consequences of risk-taking, without being patronising
THESTRATEGY
MORTEL SCOOTER
THE
Approach: no conventional prevention discourse
Posture: no patronising; start a debate without concern for lobbies, in full knowledge of the nature of the content
Creative approach: use teenagers’ fascination regarding pictures of accidents to attract them
INNOVATION
MORTEL SCOOTER
A website called “mortel scooter” - all videos - the keystone of the campaign
THEMEANS
THEWEBSITE
VIDEOS OF ACCIDENTS
Taken from the Internet, in line with those watched by the target group, and bearing a “universal” lesson
Testimonials of young victims and young professionals especially produced for the website
Teenagers can send their “home videos” (screened by a moderator)
VIDEOS OF TESTIMONIALS
Mots clés
THEBANNERS
To draw traffic to the website
Space buying
Partnership
ONTHE RADIO
Four testimonials of victims
RESULTS
MORTEL SCOOTER
T
Almost 100,000 unique visitors
in 10 days
500,000 visitors by 5 December 2008
3 million videos seen
RAFFIC
MORTEL SCOOTER
THEONLINE 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 ”
A debate on more than 50 forums with up to 80 posts per forum
MORTEL SCOOTER
198 pieces by mid-December
In 3 days:Mentioned 80 times on TV & radio
Mentioned 50 times in the daily press
Dozens of links in the online media
THECOVERAGE
MORTEL SCOOTER
THETV-RADIO COVERAGE
MORTEL SCOOTER
THEPRINTED PRESS
MORTEL SCOOTER
THEPRINTED PRESS
MORTEL SCOOTER
THEONLINE PRESS
MORTEL SCOOTER
THE INSTIGATOR’S FEEDBACK
With Mortel scooter, we addressed the key target: teenage boys who drive motorised two-wheeled vehicles and take risks.
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).
By publishing the website anonymously at first, we generated a significant buzz.
CAMPAIGNMORTEL SCOOTER