Over the last few years, Clemenger BBDO has consistently produced road safety creative pieces that have, through their creativity, caught the attention of both local and international audiences, as well as picking up a slew of awards along the way. Recently, in recognition of the ongoing success of the 'Legend' campaign, Clemenger added to its award tally by picking up the Grand Effie at the Effie Awards.
But the job is still not done. Young Kiwis, males in particular, continue to take unnecessary risks by driving while under the influence of alcohol. The problem, however, is that this group tends to be difficult to reach through the channels traditionally used in public service announcements.
So, for latest extension of the 'Legends' campaign Clemenger's content arm Flare (in conjunction with Eastern Bay of Plenty Road Safety) partnered with comedian Jimi Jackson on a content-led campaign that brings all of Jackson's popular alter egos to life.
For the short series of punchy videos, Jackson took on the character of a mate, a mother, a cougar, a coach and a dick in an effort to humorously illustrate how those in the company of an intoxicated people could help to stop them from getting behind the wheel. The individual clips were posted to his social media accounts daily over two weeks and the favourites have now been compiled into a single video.
Stop someone Driving Drunk, Legend.This is the last of my work with the Eastern Bay Road Safety Programme so here's a compilation of the Drink Driving videos we filmed together also with a few new versions so have a watch. chur!Posted by Jimi Jackson on Monday, 5 October 2015
"Drink driving is still a problem in provincial New Zealand," says Linda Major, the director of social marketing at Clemenger. "Young guys are still making bad decisions while drinking, putting their lives and others’ lives at risk. If we can’t get through to them, we have to get through to those around them. People in the community know there’s a problem but don’t know how to step in. We try to empower them to speak up more effectively and more often."
Shared with Jackson's 500,000 Facebook followers, the videos have been viewed over 2.5 million times, attracting over 70,000 likes and thousands of shares and comments.
Clemenger creative director Brigid Alkema says the comedic approach employed by influencers like Jackson helps to disarm the target audience.
“Talented and beloved Kiwi characters like Jimi are unbeatable in ensuring these kinds of important messages aren’t disregarded by a generation that, as we all did, thinks they’re invincible and doesn’t want to listen to oldies," Alkema said in a release. "He can make the message relevant like no other. He’s just completed a sold out stand-up comedy tour of provincial New Zealand towns, and is a creative force when it comes to satirising life for young provincial New Zealanders today.”
This isn't the first time Clemenger has targeted a younger audience through social media. Previously, it used Snapchat in the NZTA's award-winning 'Tinnyvision' campaign to draw attention to dangers of driving while under the influence of drugs.
The use of social media influencers is becoming more popular in the industry, with the likes of Jamie Curry and Shannon Harris collaborating with brands on campaigns. Curry has been particularly successful in this space, having already worked with Netflix, Coca-Cola and Kiwibank.
Here’s what we’ve been waiting for! Episode 1 of Jamie's World KB Series. Jamie’s made the decision to move out of her mum’s house in Napier and head to fame and fortune (maybe) in Auckland. But first: this watermelon needs smashing.Posted by Kiwibank on Sunday, 19 July 2015
- Read more about the rise of influencers in the upcoming issue of NZ Marketing.
Eastern Bay of Plenty Road Safety: William Stewart
Executive Creative Director: Brigid Alkema
Content creators: Jimi Jackson, Millicent Malcolm, Frances Cooke,
Director of Social Marketing: Linda Major
Senior Account Manager: Bethany Omeri
Production Company: Flare
Directors: Brigid Alkema & Jimi Jackson
Producer: Martin Gray
Editor: Dan Monaghan
Audio: Paul Stent