"Three boys in one car. Three girls in another. They wind the windows down. They flirt. They chat. It ends in disaster"
6.5 Million views in the first twelve months www.st16.co.uk
Social and Media are the words on every marketer and PR person’s lips these days – but dig a little deeper and concrete success stories are few and far between. Film and video production specialists ST16 are one of the few digital media agencies to have had consistent success in the sector.
Creative Director Simon Crofts shares their secrets…
Case Study 1: Speed Dating
In our experience one of the keys to success in the social media arena is a stringent testing and review process – involving the target audience at each stage – from creative development through to launch.
Our client knew that driver distraction was causing accidents involving young people each day on our roads and they enlisted us to help raise awareness of the issue. Surprisingly, there wasn’t a lot of research on exactly what these distractions were. So we set about running some focus groups to get to the heart of the issue, and find the best approach for an effective campaign.
The results were conclusive. General messing about and shouting were both high up on the list of things that can take a young driver’s eyes off the road at a critical moment. So one of our approaches targeted this phenomenon using viral film.
The concept was simple: Three boys in one car. Three girls in another. They wind the windows down. They flirt. They chat. It ends in disaster.
During the final editing stages, we involved young people again to check that we were on message and incorporate their feedback into the final film. Again our target audience responded very positively. It was very relevant, they said. Strong message. Very realistic. “It makes you think.”
The film has already received over 6.5 Million views in the first twelve months, and the hits are growing daily.
Awards: Royal Television Society Midlands Awards 2009 - Best Digital Innovation IVCA 2010 - Highly Commended
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