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#Post#: 48--------------------------------------------------
NZ Transport Agency: TinnyVision (2014)
DIR By: Sylwia
Date: January 7, 2018, 9:36 am
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HTML https://www.youtube.com/watch?v=VS4fVR6QPPw
HTML http://www.scoop.co.nz/stories/CU1410/S00214/snapchat-drug-driving-campaign-a-world-first-for-new-zealand.htm
--- Quote ---
> Snapchat drug-driving campaign a world-first for New Zealand
> Thursday, 9 October 2014
> Press Release: New Zealand Transport Agency
>
>
> Kiwi stoners are getting more than they bargained for in a
world-first drug-driving campaign using the Snapchat social
media platform.
>
> For the past month the NZ Transport Agency has been working
with US-based Snapchat on an innovative campaign targeting young
New Zealand drug users to raise awareness of the dangers of
driving while under the influence of marijuana.
>
> “Drug driving is serious and a growing problem with young
drivers in New Zealand and around the world. The problem is that
many of these guys don’t want to hear that what they’re doing is
dangerous, and they’re experts at tuning out conventional
advertising messages,” says Transport Agency spokesperson Andy
Knackstedt.
>
> “Our research tells us that many of these drivers actually
think they’re safer when driving stoned, because they slow down.
But that’s the problem – they may be driving slower, but their
reaction times are also a lot slower, and that’s what leads to
crashes.”
>
> A new approach was needed to reach an audience that doesn’t
want to be reached, so in a world-first for a road safety
campaign, the Transport Agency teamed up with Snapchat to set up
and seed ‘Tinnyvision’, an account fronted by a likeable group
of young Kiwis.
>
> The Transport Agency worked with local website owners to
spread the word about TinnyVision and generate interest in the
funny ‘stoner snaps’. As the word spread, thousands added
TinnyVision as a friend on Snapchat, then over the course of a
single day they received a series of video snaps, watching the
stars of TinnyVision getting stoned and watching their reactions
get slower. After ten snaps the boys head out in the car for
some food – the driver reacts too slowly and hits a girl at a
pedestrian crossing.
>
> At this point the audience doesn’t know what they’ve just
seen, but it looks real and they can’t watch it again – that’s
the nature of Snapchat. A few minutes later they get the final
snap with the simple written message ‘Stoned drivers are slower
to react’.
>
> The video snaps for the campaign were directed by Taika
Waititi (Boy, Eagle vs Shark), who also filmed the Transport
Agency’s award-winning Blazed drug-driving television
advertisements which set records on YouTube and has clocked up
more than two million views on-line.
>
> The Snapchat campaign has now achieved its initial goal of
reaching 7,500 people, and 95% of those have watched the full
series of snaps and received the road safety message at the end.
Commentary on social media has been overwhelmingly positive,
with thousands of likes and hundreds of positive comments.
>
> The Tinnyvision snaps are now being packaged together to be
used for cinema advertising and promotion on YouTube from next
week.
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