Work
Crash Proof Viral Film
Client: Road Safety Analysis Ltd.
Our client wanted to get bikers talking about how easily a crash can happen and ultimately encourage them to click through to sign-up online for rider training courses. The viral film we produced took the guise of a live German news report that goes terribly wrong.
The ‘fail’ factor and the ensuing controversy saw bikers furiously discussing the 6 million hit viral on forums all over the U.K. The viral production quickly shot to be the No.1 globally most discussed video on YouTube in the Autos and Vehicle category the week of its launch. As part of a 2 pronged PR approach, after months of online speculation, Road Safety Analysis revealed the video as a hoax and we re-released the viral including a link to a website where bikers could find out more about skills training.
The results? Traffic to the training web-site increased from around 10,000 unique viewers every year to 10,000 every month. Best of all the course providers had to lay on extra courses to cater for the demand generated by the campaign.
High profile praise for the campaign includes endorsement from the traditionally cynical Association of British Drivers and two positive articles in the well-known biker publication MCN in addition to lots of local press. Evaluation of the viral analytics demonstrate the viral has hit its audience spot on - with 70% of the hits within the 35-55 year old male target audience.
'There is a very high number of road casualties for this demographic and our ultimate aim is to save lives through provision of training. We are very proud of what the campaign has acheived to date.’ Managing Director, Road Safety Analysis Ltd.
See the film on YouTube here.
Read what PR Week thought about it here.
Highly Commended Awards:
- IVCA Clarions Viral: Public Sector Communication
- HMEA: Road Safety Project of the Year
Award nominations:
- PRCA Digital and New Media Award
- Some Comms Awards: Best Viral Campaign
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