CAMPAIGNMORTEL SCOOTER

MORTEL SCOOTER

Half the teenagers killed on the road die on scooters, despite the low number of users. Most are boys

Considering that 2 teenagers die every week on motorised two-wheeled vehicles and 110 are seriously wounded, how can we raise their awareness regarding risks on scooters?

THE NEED

MORTEL SCOOTER

Don’t waste time arguing Responding to teenagers’ justifications for their behaviour doesn’t work

Shake the foundations of risk-taking: teenagers’ feeling of invulnerability

THESTRATEGY

MORTEL SCOOTER

How? By showing the consequences of risk-taking, without being patronising

THESTRATEGY

MORTEL SCOOTER

THE

Approach: no conventional prevention discourse

Posture: no patronising; start a debate without concern for lobbies, in full knowledge of the nature of the content

Creative approach: use teenagers’ fascination regarding pictures of accidents to attract them

INNOVATION

MORTEL SCOOTER

A website called “mortel scooter” - all videos - the keystone of the campaign

THEMEANS

THEWEBSITE

VIDEOS OF ACCIDENTS

Taken from the Internet, in line with those watched by the target group, and bearing a “universal” lesson

Testimonials of young victims and young professionals especially produced for the website

Teenagers can send their “home videos” (screened by a moderator)

VIDEOS OF TESTIMONIALS

Mots clés

THEBANNERS

To draw traffic to the website

Space buying

Partnership

ONTHE RADIO

Four testimonials of victims

RESULTS

MORTEL SCOOTER

T

Almost 100,000 unique visitors

in 10 days

500,000 visitors by 5 December 2008

3 million videos seen

RAFFIC

MORTEL SCOOTER

THEONLINE REACTIONS

“Web, videos, people like you who are deep in it. It means something to me.”

“It’s enough to cool your head”

“Shit there’s some real hardcore videos”

“Personally these hardcore campaigns turn me off Evil or Very Mad because it doesn’t change anything...”

“I can’t watch it shakes me up too much, that’s all- It takes several layers for it to start taking ”

A debate on more than 50 forums with up to 80 posts per forum

MORTEL SCOOTER

198 pieces by mid-December

In 3 days:Mentioned 80 times on TV & radio

Mentioned 50 times in the daily press

Dozens of links in the online media

THECOVERAGE

MORTEL SCOOTER

THETV-RADIO COVERAGE

MORTEL SCOOTER

THEPRINTED PRESS

MORTEL SCOOTER

THEPRINTED PRESS

MORTEL SCOOTER

THEONLINE PRESS

MORTEL SCOOTER

THE INSTIGATOR’S FEEDBACK

With Mortel scooter, we addressed the key target: teenage boys who drive motorised two-wheeled vehicles and take risks.

By letting kids speak for themselves, we avoided two frequent issues with this type of campaign: a patronising tone of voice (that gets rejected) and an institutional attitude (that puts kids off).

By publishing the website anonymously at first, we generated a significant buzz.

CAMPAIGNMORTEL SCOOTER