Consumer Safety Board - Fireworks Safety

Consumer Safety Board – Fireworks safetyUsing highly targeted online media to prevent fireworks related accidents

ENGAGING ADVERTISING

\

Background

Dutch consumers buy fireworks to celebrate New Year’s Eve. Every year, there are a number of fireworks accidents that

necessitate treatment at a hospital. A lot of fireworks accidents are caused by the fact that people do

not know the safe way to set off fireworks. The Consumer Safety Board executes yearly campaigns to

prevent accidents. Because of a decrease in the number of accidents in previous

years, the budget available for the 2006 campaign was cut in half.

In an effort to decrease the popularity of illegal trade, the government has decided to allow the sale of stronger fireworks through legal channels. This is expected to lead to an increase in the number of accidents of as much as 50%.

In previous years, a large part of the budget was spent on TV ads.

\

Objectives

with a 50% lower budget with new laws that allow stronger fireworks to be

sold legally

Stabilize the proportion of fireworks related accidents among young people (10-19 years old)

\

Strategy

In light of the reduced budget, focus on highly targeted online communication instead of a TV campaign.

Adapt the message to the ‘Youtube generation’ by using snackable online content: a mixture of entertainment and information.

Create a free publicity buzz on blogs and news sites.

Create a viral hit by using the largest Dutch social networking site.

\

Creative strategy

Online movies that illustrate safety tips. Every tip is explained and illustrated by Li-

Kung Lee, a Chinese firework manufacturer with a great passion for fireworks.

Li-Kung Lee only speaks Kantonese, so in order to know what he’s saying, you have to watch closely.

This makes the movies very entertaining and fun to watch.

\

Creative work – Movies on YouTube

http://www.youtube.com/user/LiKungLee

\

Creative work – Li-Kung Lee homepage

http://www.chinesefireworks.cn/

\

Creative work – Li-Kung Lee on Hyves

http://li-kunglee.hyves.nl/

\

Links to creative work

Movies on YouTube:http://www.youtube.com/user/LiKungLee

Li-Kung Lee homepage:http://www.chinesefireworks.cn/

Li-Kung Lee on Hyves:http://li-kunglee.hyves.nl/

\

Results

A lot of attention from the target group: movies watched 300.000 times on YouTube Li-Kung Lee has more than 800 friends on Hyves

And, even though the budget had been reduced by 50%: the proportion of accidents in the target group has

decreased by 2%

same campaign awareness as in previous years same risk awareness as in previous years same awareness and application of safety tips as in

previous years

\

Contact

For more information, please contact:

Arnd Jan Gulmansarnd.jan.gulmans@tbwa.nl