Titanium > Titanium and Integrated

NO ONE THINKS BIG OF YOU

CLEMENGER BBDO SYDNEY / MOVEMBER / 2008

Awards:

Shortlisted Cannes Lions
CampaignCampaignLayout(opens in a new tab)
Film

Overview

Credits

Overview

CampaignDescription

Speeding is entrenched in youth culture. It’s cool. We wanted to change this attitude.Our target was young guys. In 2006 the death toll amongst 17 -25 year old drivers had doubled. 85% of those killed were males.So we showed young guys what people really think of them when they speed.We got people to wiggle their pinkie finger at speeding drivers. In Australia, wiggling your pinkie at someone means ‘you have a small dick’. We also created our own extra, extra small condoms.This let guys know loudly and clearly: ‘Speeding. No one thinks big of you.’

Implementation

The campaign was a mix of old and new media. It used TV, cinema, magazine, outdoor, ambient, internet and viral. We also created our own product XXS condoms, which were distributed through youth channels.

The campaign generated massive PR in Australia and around the world. BBC News reported, ‘it was the third most emailed story in the world’.Most importantly the campaign became entrenched in youth culture with people using the ‘Pinkie’ device to express their disapproval of speeding drivers.

Relevancy

Became part of youth culture.BBC News reported it was the 3rd most emailed story in the world.96% awareness of the campaign amongst young guys.74% of young guy admit it changed their attitude to speeding.Substantial reduction in the road toll. 22 less fewer P Plate drivers died in crashes compared to the year before.

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