We have created a personal death experience in-game to change the way that young men think about speeding. Instead of a 200 kmp/h head-on collision resulting in just ‘3-seconds off lap time’ we show them the real consequences.

We launched an online racing game ‘FLASH’. Players experience their own death by seeing their life flash before their eyes when their speeding car crashes.

Before playing, they authorise Facebook access. Then, as the car inevitably rolls and shatters around them, they see photos from their personal Facebook gallery - images of their friends and family.

Incredible use of technology makes the message surprising, personal and powerful.

The launch of FLASH needed to take on the characteristics of the gaming category, not road safety. So FLASH was promoted via gaming sites, seeded into gaming blogs, video trailers aired on Youth TV and at live Dub-Step gigs of the game soundtrack composer ‘Module’.

The campaign has gone from a safety message (of no interest to the target) into communications that the target specifically seeks out.

• 17,144 played for 3+ minutes

• 8,942 Likes

• 418,928 story streams

• Comments such as “The ‘ending’ creeped me out. Goosebumps".

FLASH achieved 37% more direct engagement compared to a previous successful digital campaign.

Having engaged with over 17,000 speeding youths, if we have saved the life of just 1 then this campaign is worthwhile.

FLASH contributed the largest reduction in NZ average speed in the last 5 years and vehicles exceeding the speed limit decreasing by 6%.