Young men account for half of speeding crashes. They feel invincible, ignoring safe driving messages. But they’re gamers and love new releases. In games they speed, die, and start over. Death is commoditised by these experiences. Flipping this on its head with a strategy that moved away from road safety (no interest) to game launch (high interest) put the target audience in the virtual driving seat to experience the emotion of their death from speeding.
Having largely used traditional media with this audience, the objective was to see if digital channels could be used to attract young men, engage them for even longer than a 30s spot allowed and affect them with personalised, more impactful, messaging.
Gaming may not be a major factor in generating the recklessness of this audience, but it is another outlet for it. With crashes so commoditised by the latest ‘Gran Turismo’ and ‘Need for Speed’ games, seeing yet another anonymous crash in an advert has no emotional impact on them.
The launch of Flash Driving Game (FDG) needed to take on the characteristics of the gaming category – touching key influencers and earning cred amongst gamers. FDG had to be teased out prior to launch to get the message out through (earned) media that the target audience actually paid attention to.
Rather than a typical safety campaign, the launch was treated as if it were promoting the latest Playstation game.
At first the game is a thrilling race - then players are forced to crash. Their life flashes before their eyes via photos of their loved ones. As it fades they’re told “you only get one life – slow down”. Unable to play again – they can only share with friends.
And they did! In its first quarter, Flash received 125,709 unique visitors, with 38,099 playing for the full three minutes. The game received 20,942 Facebook ‘Likes’ generating 715,616 stream stories. PR coverage, including mainstream newspapers and a 2-minute story on TV3 news, spiked further play without further paid media.