|Brand||NEW ZEALAND TRANSPORT AGENCY|
|Product / Service||DRUG DRIVING|
|Category||A09. Original Branded Digital or Social media|
|Entrant||CLEMENGER BBDO WELLINGTON, NEW ZEALAND|
|Entrant Company||CLEMENGER BBDO WELLINGTON, NEW ZEALAND|
|Contributing Company||CLEMENGER BBDO WELLINGTON, NEW ZEALAND|
|Media Agency||OMD Wellington, NEW ZEALAND|
|Production Company||CURIOUS FILM Auckland, NEW ZEALAND|
|Rachel Prince||New Zealand Transport Agency||Principal Advisor|
|Paul Graham||New Zealand Transport Agency||Principal Scientist|
|Andrea Amies||New Zealand Transport Agency||Advertising Advisor|
|Brigid Alkema||Clemenger BBDO||Executive Creative Director|
|Erik Hay||Clemenger BBDO||Creative|
|Linda Major||Clemenger BBDO||Head of Social Marketing|
|Bethany Omeri||Clemenger BBDO||Senior Account Manager|
|Jeff Ghazally||Clemenger BBDO||Lead Developer|
|Dylan Jennings||Clemenger BBDO||Backend Developer|
|Loren Ransley||Clemenger BBDO||Digital Producer|
|Martin Gray||Clemenger BBDO||Head of Television|
|Tom McGuinness||Clemenger BBDO||Designer|
|Matt McNeil||OMD||Managing Director|
|Will Innes||OMD||Senior Digital Planner|
|Henry Lyons||OMD||Strategy and Insights Planner|
|Taika Waititi||Curious Film||Director|
|Matt Noonan||Curious Film||Producer|
|Darryl Ward||Curious Films||Director Of Photography|
|Paul Stent||Marmalade||Sound Engineer|
50,000 young kiwis admit to driving stoned. They don’t want to hear marijuana slows reactions and makes driving dangerous. And when they hear it from the government, they tune out immediately. The NZTA needed to get them interested and invested. So that they would actually consider the message. Enter Tinnyvision, a group of young kiwi guys Snapchatting their stoner sessions. Add them and they’ll send you snaps. Watch them then they’re gone. No incriminating evidence. We got the trusted editors of the sites stoners hang out on to endorse following Tinnyvision. Throughout the day, followers were entertained by the guys getting stoned, and their reactions getting slow. 11 snaps later, the guys decide to go for a drive. A girls walks out. The driver is slow to react. He hits her. She hits the windscreen. Viewers couldn’t watchi it again. We left them to freak out for just a minute before sending out one final snap that gave the game away. We worked with SnapChat to use their system in a totally new way. Tinnyvision seemed live, but wasn’t. We shot in advance and sent our story to each new viewer on the day they followed. Each snap was automatically cued to send at a time that matched the time of day in the video. Most Snapchat campaigns require daily content created on the fly. We got 6 weeks of controlled activity from one setup. It gave us time to ensure our story was on-message and authentic. Tinnyvision got the attention of over 10,000 hard to reach young people. 98% spent a whole day with it. Sticking around until the very last snap. Because they had time to relate to the characters, the final message really resonated. Feedback has been overwhelmingly positive.
Because Tinnyvision had to come across as a group of guys Snapchatting their stoner sessions, traditional media channels were out. Why would a bunch of young guys buy ad space to publicise their illegal behavior? Our audience would smell a rat! Instead, we took a native approach. Qualitative analysis of posts and social commentary gave us a list of sites Kiwi stoners hang out on. Then, we worked with the editors of those sites to create posts that endorsed following Tinnyvsion. They did this in their own words—whatever made sense for that website.
Tinnyvision got the attention of 10,000 hard-to-reach young people. 98% spent the whole day with it—sticking around until the very last snap. Because they had time to relate to the characters, the final message really resonated. Feedback on social media has been overwhelmingly positive. Furthermore, our unique approach hit the headlines in mainstream media, and on the sites stoners hang out on.
Drug driving is an unpopular message. Young stoners don’t want to hear marijuana slows reactions and makes driving dangerous. And when they hear it from the government, they tune out immediately. The New Zealand Transport Agency needed to get them interested and invested, so they would actually consider the message. That meant flying under their radar. We captured their attention with an entertaining story, presented via a medium that screamed authenticity. Nobody expected this Snapchat account to carry a brand message, because it had never been used like that before. Unsuspecting viewers came on a journey with the characters in the snaps. They identified with them and their casual drug use, and this made the final reveal and message really resonate. This campaign was pure branded content, from the Snaps through to the seeding strategy—authentic posts on sites stoners hang out on. There were no other forms of advertising.