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17-24-year-olds are more than 3 times more likely to end up in a traffic accident than their parents. Inattention, speed, alcohol and lack of seat belts all come into play - therefore the Council for Safe Traffic had a big challenge ahead of them: They had to get a generation that is 'always on' to put everything away when they drive a car. The solution was obvious: We were going to make a fiction series on YouTube about a ghost. Danish 17-24-årige har over 3 gange større risiko for at havne i en trafikulykke end deres forældre. Uopmærksomhed, fart, alkohol og manglende selebrug spiller alt sammen ind– derfor havde Rådet For Sikker Trafik en stor udfordring foran sig: De skulle få en generation som er ’always on’ til at lægge alt væk, når de kører bil. Igennem fokusgrupper med målgruppen, tegnede der sig nogle klare tendenser: 1) De overvejer ikke, hvordan det påvirker deres nære relationer hvis de kommer til skade eller dør 2) De har svært ved at sige fra overfor deres venner i trafikken. 3) Der er langt større chance for at de ser og deler indhold der får dem til at grine/føle noget. Løsningen var åbenlys: Vi skulle lave en fiktionsserie på YouTube om et spøgelse. Fremfor en løftet pegefinger brugte vi en platform, hvor målgruppen er vant til at følge med i serielle formater fyldt med humor - faktisk bruger 8 ud af 10 under 25 år platformen ugentligt og gennemsnitligt ser de indhold på mellem 8-12 minutter. Derfor udviklede vi en 4-episodes fiktionsserie, der flettede det præventive budskab ind i humor og emner, som fangede målgruppen dér, hvor de allerede fordyber sig i indhold. Vi kaldte grebet et lattermildt leverhug. Serien blev delt på Rådet For Sikker Trafiks YouTube kanal og gav følgende resultater: - +59.000 timer set - +1.2M visninger - I gns. 2,55 min time spend with brand - 63% completion rate (organisk) - 12% completion rate (paid) På paid svarer det til 1/10 har set en 6-8 min lang reklame fra start til slut. Vigtigst af alt viste en Epinionsundersøgelse efterfølgende, at 68% vil fremover sige fra overfor andre, når det kom til uopmærksomhed i trafikken, og 70% var blevet mere bevidste om hvordan deres valg i trafikken påvirker andre. English (Google translate) 17-24-year-olds are more than 3 times more likely to end up in a traffic accident than their parents. Inattention, speed, alcohol and lack of seat belts all come into play - therefore the Council for Safe Traffic had a big challenge ahead of them: They had to get a generation that is 'always on' to put everything away when they drive a car. Through focus groups with the target group, some clear trends emerged: 1) They do not consider how it affects their close relationships if they get hurt or die 2) They have a hard time saying no to their friends in traffic. 3) There is a much greater chance that they see and share content that makes them laugh / feel something. The solution was obvious: We were going to make a fiction series on YouTube about a ghost. Instead of a raised index finger, we used a platform where the target group is used to following serial formats full of humor - in fact, 8 out of 10 under 25s use the platform weekly and on average they watch content in between 8-12 minutes. Therefore, we developed a 4-episode fiction series that intertwined the preventive message into humor and topics that captured the target audience where they are already immersing themselves in content. The series was shared on the Council for Safe Traffic's YouTube channel and gave the following results: - +59,000 hours viewed - + 1.2M views - On average 2.55 min time spend with brand - 63% completion rate (organic) - 12% completion rate (paid) On paid it corresponds to 1/10 have seen a 6-8 min long commercial from start to finish. Most importantly, an Epinion survey subsequently showed that 68% would in future say no to others when it came to inattention in traffic, and 70% had become more aware of how their choices in traffic affect others.
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