Brussels Mobility
Driving license campaign
Awareness campaign for the 17-30 year olds on the new rules for obtaining the driving license in Belgium.
A quirky campaign adressing potentially dangerous situations related to road safety, using typical Brussels language and food references to create empathy and engagement.
The Brussels Region has initiated an Action Plan promoting road safety.
The objective of this plan is to reduce the number of (severe) accidents on the roads of the Brussels Region. Quite naturally, speed prevention is an important part of this plan.
The topic of road safety is not an attractive one. Generally, citizens are not very receptive to prevention campaigns and their underlying stressful and/or sanctimonious messages. Which is why the campaigns so far have yielded limited results. Therefore the challenge was to find a communication territory and a tone of voice completely in line with the local features and language of the Brussels citizens to be able to engage them.
Establish a typical Brussels culture of road safety. To rally the Brussels citizens behind a better road safety, we mixed the culture of road safety with the typical Brussels language and culture, and more particularly the food culture. We did this through a quirky campaign based on typical Brussels language and food references that can only work for Brussels. While based on humor and tenderness, it also addresses potentially dangerous situations related to road safety. This approach enabled us to establish a rich and original local territory creating sympathy and engagement with the Brussels citizens. The visuals show typical Brussels dishes to illustrate the violence of car accidents due to speeding. This transmedia campaign was launched with a press conference resulting in a wide coverage and translated in print, posters, bannering, social media and activation. Street posters in particular allowed us to reach our target locally and in a direct context of road safety.
Awareness campaign for the 17-30 year olds on the new rules for obtaining the driving license in Belgium.
A conversion campaign using the social media platforms Facebook & Instagram to sell tickets for the festival, as well as for the campsite.