Cannes Lions

Shockwaves (Ondes de choc)

LA CHOSE, Paris / DELEGATION A LA SECURITE ET A LA CIRCULATION ROUTIERES / 2016

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Overview

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Credits

Overview

Description

Behind each victim of a car crash, there are victims in life. In order to illustrate this idea, we have taken the friends and relatives of the victims to the time and place of the accident. The father, the mother, the grandfather, the wife, they are all violently hit in their daily lives and metaphorically drawn into the movement of the tragedy, like in a macabre choreography that closely follows the road crash victim. They all seem to suffer from the violence of this shock and react in their own ways, for instance with denial, sadness or anger. But it is the voice-over that links us to the reality of the accident by narrating the irreversible consequences on their present and future lives.

Execution

All of the means of communication put to use, be they the opening film, thematic films, radio spots or the digital package, will resort to the shock wave as the main creative tenet.

As of January 28th and for all of February, an iconic film will be broadcast on television, in movie theaters and on the Internet. Like the other four films presented this coming year, it has been directed by Bruno Aveillan and is positioned as the introduction to this new series. “Shock Wave” is a generic film meant to re-mobilize the public and re-inforce the stakes of road safety.

In parallel, we developed the “shock wave” creative principle in radio spots, broadcast as of February 6th 2016. Testimonies by people related to road crash victims express the persistence of the consequences of the accident and the shock wave it creates...

Outcome

The media plan has provided high visibility to the campaign, which was also shared many times.

Over 21 million views on the web

9.5 million views in cinema

14 most listened to radio stations

This exposure allowed the social networks to relay massively the campaign :

8 million impressions for #AllTouched

2 million impressions of the tweets and 2,000 retweets

Almost 9,000 shares on Facebook

300 comments from people touched by an accident, directly or not

We cannot yet measure the changes in driving behaviors, but we know the campaign has had a positive effect in raising awareness: in a post-test study, 78% of the people said the campaign had made them think about their driving behavior and 87% found the message convincing.

NB: The results for “Loss of control” are not available yet as the campaign will be launched on March 25th.

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