THE MOST DANGEROUS STUNT IN THE WORLD

Short List
TitleTHE MOST DANGEROUS STUNT IN THE WORLD
BrandAUCKLAND TRANSPORT
Product / ServiceAUCKLAND TRANSPORT
CategoryE05. Influencer / Talent
EntrantOGILVY NEW ZEALAND Auckland, NEW ZEALAND
Idea Creation OGILVY NEW ZEALAND Auckland, NEW ZEALAND
Production FILM 360 Auckland, NEW ZEALAND

Credits

Name Company Position
Mark Sharman Auckland Transport Marketing Services Manager
Kelly Hanson Auckland Transport Marketing Campaign Advisor
Claire Dixon Auckland Transport Community Transport Manager
Kim Modlin Auckland Transport Community Transport Team Leader
Regan Grafton Ogilvy Chief Creative Officer
Lisa Fedyszyn Ogilvy Executive Creative Director
Jonathan McMahon Ogilvy Executive Creative Director
Rupert Hancock Ogilvy Creative Director
Cece Chu Ogilvy Senior Creative
Danny Carlsen Ogilvy Design Director
Nathan Chambers Ogilvy Head of Design
James O'Connor Ogilvy Designer
Erin Joyce Ogilvy Designer
Matt McPhail Ogilvy Agency Producer
Chris Hotchin Ogilvy Business Director
Ben Fielding Ogilvy Planning Director
Huia Ngapo Ogilvy Marketing Director
Helen Breckon Ogilvy Digital Director
Darryl Ward Independent Director/DOP
Zoe Bell Independent On-screen talent
Sage Haggart Film 360 Senior Producer
Martin Spencer Ogilvy Head of Post Production
Anna Bittle Ogilvy Motion Graphic Designer
Gonzalo Deza Ogilvy Editor
Keegan Meiring Ogilvy Audio Engineer

Background

Too many people die on New Zealand roads every year due to distracted driving and the problem is only getting worse, with distracted driving accounting for 26 deaths and 277 serious injuries between 2013 and 2018 in Auckland alone. Reprimanding and gruesome advertising no longer work. So, Auckland Transport needed a fresh and cost-effective way to get Aucklanders to recognise the dangers of distracted driving, in a non-judgemental way.

Describe the creative idea

Aucklanders don’t realise how dangerous distracted driving is. It’s so dangerous, even someone famous for doing dangerous things wouldn’t do it. So we partnered with Aucklander and Hollywood stuntwoman Zoë Bell. Using one of the problems as the media (the mobile phone), Zoë shocked her fans by sharing a selfie video where she mirrored their dangerous driving habits, while behind the wheel; using her phone, drinking coffee and applying makeup. The video ends with Zoë revealing that she wasn’t actually driving, but being towed on a trailer, with the message ‘no one is invincible’.

Describe the strategy

Not only is Zoë a popular Hollywood stunt woman, she is also an influential Aucklander, making her the perfect person to share our message. Launching on Zoë’s Instagram Stories, then on her Facebook and Twitter pages, we used one of the main problems as the media (the mobile phone), as a way to mirror a familiar and dangerous behaviour. By using these platforms, fans thought it was a regular post and were alarmed to see Zoë driving distracted. This resulted in genuine shock and anger towards her dangerous driving habits, until our ‘no one is invincible’ message was revealed. The social video was shared beyond Zoë’s fan base, generating conversation about the dangers of distracted driving around the world.

Describe the execution

The campaign launched on January 22nd 2019, as an Instagram Story on Zoë Bell’s own Instagram account. She also shared the video on her Facebook and Twitter accounts. By that night it had been picked up by the media and spread nationwide.

List the results

Partnering with Zoë, who’s hugely respected, meant that even with a very low budget, our message was immediately picked up and shared by national prime-time news & entertainment stations. Our message was shared organically beyond just her fan base and resonated with people around the world, including actress Juliette Lewis and singer KT Tunstall. It had an organic reach of over 1 million people.

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