Live Kill
Or Yarok, The Association for Safer Driving in Israel
Issue 42 | March 2017
Agency
BBR Saatchi & Saatchi
Creative Team
Chief Executive Officer Yossi Lubaton Chief Creative Officer Jonathan Lang VP Creative Director Idan Regev VP Creative Director Idan Levy Social & Digital Creative Director Idan Kligerman Creative Team Niv Herzberg Evgeniy Utkin
Production Team
VP Content & Production Dorit Gvili Production Manager Maya Palmon Creative Coordinator Eva Hasson Video Editor Dan Deutsch Traffic Director Ronit Doanis Studio Manager Yaron Keinan Graphic Designer Yulia Zak
Other Credits
VP Client Services Maya Salomon Account Executive Shirley Konka
Date
January 2017
Background
Not just texting while driving but even live broadcasting while at the wheel had become an international plague. The truth was that over 80% of accidents in Israel were caused by people using their phones while driving. Yet still, regular communication campaigns didn't deter youngsters because no matter how gruesome commercials about this issue were, young drivers still ignored them.
Because they were ads.
Idea
The idea was to engrave the experience of witnessing a real car crash onto young drivers' minds forever by getting them to watch someone they loved die. LIVE.
Using YouTube's live broadcast feature, a six-minute pre-filmed video of Ashley Waxman Bakshy, one of Israel's most popular vloggers, was broadcast as if it was live. Later she uploaded a video to let everyone know she was alive and well but wanted to help get a serious message across.
Results
The hacked broadcast generated record results.
Over 2,500 fans watched in real time.
Fans sent in thousands of worried comments and "Aha-got the message" posts
By the next day 57.000 youngsters had watched the broadcast – a clear indication the message made an impact.
Our Thoughts
It’s true that anything that looks like advertising or marketing to young people is ignored especially if it seems to come from finger-wagging government departments. So what we like about this is the strategy.
Using a YouTuber makes perfect sense. Some of these content creators are bigger stars than Hollywood’s finest. For instance, when Zoella turned up in Central London for a book-signing, there were 26,000 fans waiting for her.
So Ashley Waxman Bakshy didn’t just provide cut-through, she also provided authenticity because she is someone who is trusted by Israeli youth, and, lastly but importantly, she also provided a relevant audience.
Some people sneer at ‘native’ advertising. But even ‘native’ advertising needs an idea if it’s going to work and this has one.