#ZeroPointFiveEffect
Pacifico Insurance
Issue 44 | September 2017
Agency
Tribal 121
Creative Team
Chief Creative Officer Gonzalo Calmet Creative Director Lucas Bargen Head of Art Tomas Perrin Creative Team Italo Fierro, Rodrigo Santana, Eduardo Delgado, Sharuko Arias, Ricky Carmona, Jesus Carhuapuma
Production Team
Production Company High End Audio Production Diego Dibos, Soundlab
Other Credits
Director of Business Benjamin Edwards Accounts Executive Angelo Raicovi, Roberto Gamio Account Supervisor Diana Paz Planner Carolina Zamolo
Date
June 2016
Background
Peru had the third highest rate of road accidents caused by drunk driving. According to the World Health Organisation it was also the third highest country in the region for alcohol consumption. At the same, time a Google study indicated that Peru had the greatest penetration of YouTube in Latin America.
Idea
In Peru, as in many other countries, the permitted blood/alcohol limit is 0.5 g/l. Any more than this and the driver's reactions are impaired.
To generate awareness of this, a simple banner ad was created in YouTube that invited people who were watching a YouTube video to use a function that had always been there but which few used.
This was to slow down the playback to 0.5 of its original speed.
What this did was make anyone speaking in the video sound slurred, very much as they might sound if they had more than 0.5 g/l of alcohol.
The banner was placed in the most popular YouTube videos, putting famous people like Messi and Obama to work on the campaign for free.
In addition, the audience was invited to create their own videos with the hashtag #ZeroPointFiveEffect.
Results
There were over 26 million media impressions and #ZeroPointFiveEffect became a trending topic. Celebrities and opinion leaders added to the campaign because, while anti drink-drive messages were usually sombre, this made the point in a way that was fun.
Our Thoughts
I'm on YouTube every day, playing videos. I even give advice to brand managers and creatives about how to get people to hold back from hitting the Skip button. And in the years I've been pontificating about the platform, I have never even noticed the slo-mo button. Until now.
Not just me but tens of millions of others too, it would seem.
I love ideas like this when someone takes the time and trouble to LOOK carefully at what's possible. It's so beautifully simple and it gets the message over without any of the finger wagging that governments and public bodies usually do when they want us to behave.