TinnyVision.
- Waka Kotahi | NZ Transport Agency -“Snapchat road safety campaign a world first.”
“Really got sucked in. Drug driving… it ain’t happening.”
The campaign that stuck with you long after it had disappeared
Cannabis slows reactions and makes driving dangerous. Problem is, young people don’t want to hear this, especially from the government. An authentic, targeted way was needed to deliver the message.
TinnyVision was a group of guys, sharing their stoner sessions on Snapchat. Add them and they’ll send you snaps. Getting up to mischief. Getting stoned. Getting slower. Then getting in the car…
Before ‘Discover’ and ‘Stories’ on Snapchat, TinnyVision broke new ground by working with Snapchat to adapt their platform for our message. Letting us shoot in advance and time-target the serial snaps to each viewer when they followed. Creating a story that felt live, authentic and in the moment. And reaching the previously unreachable in a style that felt legit.
TinnyVision got the attention of 10,000 hard to reach young people. With 98% of them watching over four minutes of content right to the end.
Because they got to know and respect the characters, the final message really resonated. They talked about the message extensively on social media, and radio DJs picked it up and discussed it on air. We didn’t see a single negative comment or any denial from the audience.
