Cannes Lions

HOW FAR WOULD YOU GO – TO GET A LICENCE?

ANORAK, Oslo / WRIGHT DRIVING SCHOOL / 2013

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

Kids (16-20) spend a lot of purposeless time online searching for easy entertainment + getting your licence is REALLY expensive. That made us wonder how much time they were willing to spend online, to win their licence.

We developed an online game where the only goal was to… walk. The one who walked the furthest won the licence. But to prevent kids from placing a stone on the keys and go and play with their yoyo´s, we created some obstacles; exploding bananas. We heightened the experience by adding UFO’s, flying pigs, Batman and Wright billboards containing tips, tricks and jokes.

Outcome

All together 58 133 kids played for 326 160 minutes (227 days). That´s 1/7 of our total target audience. The winner walked for 26h and 19min. To reach top-10 you had to play for at least 18h and 51min, top-100 demanded minimum 5h.

Prior to the campaign the most popular driving school on Facebook had just above 300 likes. Wright didn’t just surpass them, they are now ten times bigger and have increased their own fan base by 1000%. The FB-page is no longer a channel just for the driving instructors, but a site where kids participate.