Christmas 2017

Anti Drink-Driving Campaign : Studio71 / TF1

An award winning campaign with an app, linked to Facebook in France, that delivered over 38,000 personalised videos over the Christmas/New Year season.

The Brief

Young adults form a significant proportion of those involved in road traffic accidents during the festive season. The objective of the 2017 campaign was to make this group more aware of the dangers of drink-driving whilst promoting the MMA brand. The client brief was for a campaign with an informal and accessible tone of voice relevant to this specific audience and to appear as different as possible from traditional public service communications. The creative approach was inspired by the insight that this kind of message is better received when shared by friends or relatives.

Solution

Studio 71 designed their campaign to utilise the power of Adgile Pro, especially the ability to create multiple versions of adverts rapidly. Studio Danielle, a blogger, well known and liked by young adults in France (1.2 million followers on FB) was commissioned to record a range of pre-scripted clips, in some she held a small notice board. Using Coach Danielle’s website as a vehicle, the audience would be encouraged to send an amusing and personal video message, via Facebook, to a friend or relation who may have been drinking and thinking of getting behind the steering wheel.

Receiving the brief only three weeks prior to launch, the Adgile team created a templated app using the Adgile Pro platform, that allowed visitors to create a personal message by entering their ‘target’ friend’s name and selecting a range of fun and amusing subject related parameters. The personalised 30sec videos were generated in 20sec and posted, by the user, to their Facebook page with relevant tags.

Results

Winner: Social Media Category “NUIT DES ROIS 2018” - 15 March 2018
Gold Medal: GRAND PRIX STRATÉGIES DU DIGITAL 2018 - 22 March 2018

The Adgile app was live over the Christmas period (20th Dec 2017 – 6th Jan 2018) and promoted) via TF1 media inventory, Facebook and Twitter. The campaign was judged to outperform the Client’s expectation with...

• Over 38,000 unique 30” videos were created
• 2.5million video views on Studio Danielle’s FB page
• Over 6million views/impressions
• Over 4million views/impressions in the target 18-24 age group
• 64k people comment on Facebook – all positive – thanking MMA & Studio Danielle

Adgile Pro delivered up to 3400 personalised videos per hour at times of peak usage.

“When applying Real Time to specific and tactical offers, we have seen increases above and beyond 400% across some major KPI’s and this has definitely helped us improve our bottom line performance.”

Karl Riley

Marketing Director, Bet Victor (2013)

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