We drew attention to the dangers of using a mobile phone while behind the wheel through a campaign involving more than 20 well-known influencers and thousands of people via social media.
The main road “pirate” was Sajfa, who got caught by the police at the start of the campaign while streaming, which triggered an avalanche of reactions on social media.
The use of mobile phones while behind the wheel became a hot topic on social media and in the tabloids. The biggest Slovak names on Instagram, including Rytmus, Jasmina, Pil C, LucyPug, Expl0ited, and also, surprisingly, the face of competing operator Bekim, joined in on the campaign. They started a discussion about Sajfa’s mistake and the seriousness of calling or texting while behind the wheel.
The campaign was founded on three underlying principles:
- The right channels: Our target monitors influencers, places trust in them, and experiences their real-life situations. Additionally, the tabloids also keep a close eye on them. We therefore chose strong personalities with a push in both social and traditional media.
- A compelling story: People learn from their mistakes. And there’s no greater joy than mischief. These sayings formed the basis of our insight. Together with the influencers, we acted out a “detective story,” in which there was good, evil, conflict, and a happy ending.
- Meaningfulness: The mission of the campaign was to not only generate buzz, but also especially to contribute to a real change in behaviour.