LET IT RING

Credits & Description:

Type of Entry: Use of Media
Category: Best Use of Digital Media in a Promotional Campaign
Title: LET IT RING
Advertiser/Client: OVK(PARENTS OF CHILD ROAD VICTIMS)
Product/Service: ROAD SAFETY MESSAGE
Entrant Company: HAPPINESS BRUSSELS, BELGIUM
Sales Promotion/Advertising Agency: HAPPINESS BRUSSELS, BELGIUM
Creative Credits
Name Company Position
Karen Corrigan/Gregory Titeca Happiness Brussels Creative Management
Gregory Titeca/Oudaha Mohamed Happiness Brussels Creative Director
Tom Galle/Ramin Afshar Happiness Brussels Creation
Sebastiaan Weyler Bliss Interactive Interactive Director
Garagetv Production
Paratel Production
Details
Describe the brief from the client:
Calling and driving is responsible for more and more accidents a year in Belgium. OVK – Parents of Child Road Victims – wanted to make people aware of the danger.
Describe how the promotion developed from concept to implementation:
Through a partnership with Belgium’s most used video sharing website,
GarageTV, We turned what seemed a normal internet video into an interactive experience. On the website www.letitring.be, anyone can send this video to their friends, by giving their e-mail address and cell phone number. Their friend receives an e-mail with a link suggestion to what seems a typical internet movie. What his friend doesn’t know, is that he is playing the main part in it. When he is watching the video, his cell phone starts ringing. If he picks up, he generates an accident in the viral movie.
Describe the success of the promotion with both client and consumer including some quantifiable results:
People saw the direct consequences of their actions, and we made them remember one message: Let it ring... We got the attention of thousands of people, just 2 weeks after the launch. Numerous newspapers and blogs spread the message. And the campaign is still running...
Explain why the method of promotion was most relevant to the product or service:
For people who’ve never experienced a road accident, calling and driving doesn’t seem like something harmful. We wanted people to experience the direct consequences of their actions. An accident is always unexpected, therefore we choose an unexpected way to communicate our message.