Prévention RoutièreEn mode voiture

REQUEST

Raise awareness among young people about the dangers of using a mobile phone while driving.

IDEA 

Implement an interactive, 100% digital prevention campaign, capitalising on the notion of experience to make a difference.

DEVICE

The enmodevoiture.com website, an interactive experience built in two phases:

1. Video teaser based on suspense storytelling
2. Interactive video via Facebook Connect: immerse users in a serious accident – they are the protagonist and witness their virtual death through the symbolic disappearance of their Facebook data

+ Online media buying plan for hubs in affinity with the target audience (Facebook, Allociné, Deezer, Youtube and MSN Messenger).

RESULTS
More than 20 media sources attended the press conference:

• 155 media mentions

• 26 radio mentions and 7 TV mentions on national channels at peak audience times (France 2, M6, France Bleu, RTL, etc.)

• 42 print articles: Le Monde, Le Figaro, 20 Minutes, Dispatch AFP

• 26 blogs articles: Tuxboard, Aufeminin.com, 10 minutes to lose

• Nearly 140,000 site visits

A viral campaign:

• + 2,296 fans on the Road Prevention Association Facebook page

• Active Twitter campaign: over 430 tweets

• Influencers shared with 180,000+ followers on Twitter

• 13,000 site shares (10% of visitors)