Clemenger BBDO Wellington and OMD are having success using Snapchat with a targeted mobile campaign aimed at reaching drivers who are stoned.
To date, 7800 people have been drawn in by a group of young men using the Snapchat account name Tinnyvision to document their sessions.
A targeted mix of online message boards and social channels was used to get people to follow Tinnyvision.
“This is an example of story and channel working together,” said Clemenger MD Andrew Holt. “The right type of people are following Tinnyvision because it’s believable and relevant. It makes sense that these guys would post their sessions on Snapchat – you see it once, then it’s gone.”
The story, shot by Taika Waititi and Curious films, is a first for NZTA who are experimenting with innovative ways to get their messages to the right people.
NZTA advisor Rachel Prince said: “Reaching this audience is really hard. They’re very good at tuning out traditional broadcast channels, so we created a new one. From online comments, we know the message is getting through. And they’re sticking with the story right to the end. It’s exciting to be breaking new ground.”
CREDITS
NZTA
Principal Advisor: Rachel Prince
Principal Scientist: Paul Graham
Advertising Advisor: Andrea Amies
Clemenger BBDO
Executive Creative Director: Philip Andrew
Creative Director: Brigid Alkema
Creative: Erik Hay
Creative: Brigid Alkema
Head of Social Marketing: Linda Major
Senior Account Manager: Bethany Omeri
Lead Developer: Jeff Ghazally
Backend Developer: Dylan Jennings
Digital Producer: Loren Ransley
Head of Television: Martin Grey
Designer: Tom McGuinness
OMD
Managing Partner: Matt McNeil
Senior Digital Planner: Will Innes
Strategy and Insights Planner: Henry Lyons
Curious Films
Director: Taika Waititi
Producer: Matt Noonan
Art Director: Jacqui Allen
Costume Stylist: Amanda Neale
DOP: Darryl Ward
Grip/Gaffer: Adrian Hebron
1st AD: Luke Robinson
Sound: Chris Hiles
Stunt Coordinator: Stuart Thorpe Editor: Richard Shaw
Marmalade Audio
Sound Engineer: Paul Stent
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