Title | TINNYVISION |
Brand | NEW ZEALAND TRANSPORT AGENCY |
Product / Service | DRUG DRIVING |
Category | E01. Social for Mobile |
Entrant | CLEMENGER 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 |
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 |
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 he. Viewers are left to freak out for a minute before receiving one final snap that simply reads, ‘Stoned drivers are slower to react.