Cannes Lions

ANTI SPEEDING

LDV UNITED, Antwerp / CITY OF ANTWERP / 2011

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Overview

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Credits

Overview

Execution

We created a campaign in which Antwerp citizens thanked drivers for not speeding in their street. We used a striking medium to disperse the message ‘thank you for not speeding’: a text balloon, often used by real-estate agencies, that could be attached to ones house.

Citizens got hold of a free text balloon at one of the pickup locations or through the website antwerpenzegtmerci.be. Every text balloon could be personalized by adding your name, the names of your children, street or community.

Because we truly believe in the impact of a sincere message from one citizen to another, we didn’t add any city or police logo to the text balloons.The main medium we used were the 10,000 text balloons. A website was developed for obtaining the text balloons online. Posters with a visual of the text balloon were used to communicate the campaign and the URL.

Outcome

The citizens of Antwerp were very eager to participate.

In no time the 10,000 text balloons were handed out. The sudden appearance of the text balloons was national TV news.98% of the citizens remembered the campaign and its message39% of drivers indicated that they pay more attention to not speeding and to courteous driving after seeing the campaign‘Thank you for not speeding’ was the most appreciated campaign for the CITY OF ANTWERP in 2010. It was considered clear, useful, informative, significant and original.

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