Flip Book

Background

In New Zealand, driving just over the speed limit is becoming the norm among young male drivers. What they don’t realize is that most crashes happen between 50-60 kph.

The agency was asked to come up with an innovative way of getting this message across through a medium that young male drivers love, the car magazine.

Idea

The message appeared in the form of a flip-book in New Zealand’s most popular car magazine, NZ Performance Car. Using page numbers as an indication of speed, an illustrated car crashes into the number on page 58, followed by the message that most crashes happen between 50 - 60kph.

Results

This simple idea reached thousands of young male drivers, compelling them to think about their speeding habit. As a part of a much bigger campaign this small but eye-catching media innovation made a big impact on a hard to reach audience.

Our Thoughts

If you can get people to interact with you in any way, then you have a better than average chance of not just getting them to think about your message but to actually remember it. This would have been a slow-burn idea. As you were browsing through the magazine, you’d have noticed the drawings. Bit by bit your curiosity would be tickld. You’d give it a flip. Then another, maybe even a third flip for a perfectly smooth crash. And you would notice that the smash happened between pages 50 and 60. And you would read the line. And you would think about it. That most accidents don’t happen when you’re out of town on the open road doing 150 but in town.

Is this direct? For me it is, yes. Because it’s getting people directly involved in the message; doing something rather than passively absorbing the idea.