TINNYVISION

TitleTINNYVISION
BrandNEW ZEALAND TRANSPORT AGENCY
Product / ServiceDRUG DRIVING
CategoryE04. Other Video
EntrantCLEMENGER BBDO WELLINGTON, NEW ZEALAND
Entrant Company CLEMENGER BBDO WELLINGTON, NEW ZEALAND
Advertising Agency CLEMENGER BBDO WELLINGTON, NEW ZEALAND
Media Agency OMD Wellington, NEW ZEALAND
Production Company CURIOUS FILM Auckland, NEW ZEALAND

Credits

Name Company Position
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

Creative Execution

First, we worked with SnapChat to use their system in a new way. Tinnyvision seemed live, but wasn’t. We shot in advance and sent our story to each 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 live. We got 6 weeks of controlled activity from one setup. It gave us time to ensure our story was on-message and authentic. Then, we got the trusted editors of the sites stoners hang out on to endorse following Tinnyvision.

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.

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. We needed to get them interested and invested. So that they would actually consider the message. Screen content was the right choice, but young guys don’t watch TV. We had to reach them on a screen they actually used. Enter Tinnyvision, a group of guys Snapchatting their stoner sessions. Add them, they’ll send you snaps. Watch, then they’re gone. No incriminating evidence. Followers were entertained by the guys getting stoned, and their reactions getting slow. 11 snaps later, they go for a drive. A girl walks out. The driver is slow to react. He hits her. Viewers are left to freak out for a minute before receiving one final snap that simply reads, ‘Stoned drivers are slower to react.

Links

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