New Years Safety Campaign 2018
Danish Safety Technology Authority / Sikkerhedsstyrelsen
Every year there is an overweight of young men who get injured by fireworks in Denmark. Most often by lack of eye protection or careless handling of firework. But how do you ensure that teenage boys all over Denmark are not only exposed to your message but also listen something as seemingly uncool as safety precautions? The Danish Safety Technology Authority teamed up with Gonzo Media again to create a fun influencer driven campaign at eye-level with the audience.
Gonzo Medias creative team designed a storyline together with two of Denmark’s most popular YouTube stars: Niki Topgaard and Alexander Husum. But instead of warnings and raised fingers, Niki and Alexander Husum made two great videos with a different approach and a lot of special effects where they showed concrete recommendations to safety and how bad it can go if you are careless with fireworks.
Earlier in 2018 Niki and Alexander won the Guldtuben Award for Best Collab, with their YouTube series; Prank War. With a creative foundation in that univers and with the help of an ambulance and explosive expert Gonzo Media and the two boys told the fictional story of how they both looses clothes, fingers, hands
The campaign created a lot of dialogue within the target group. Many of the young followers even encouraged each other to take care. In total the campaign had more than 96.000 engagements, which shows how serious the target audience took the key message with the campaign and the videoes.
The Danish Safety Technology Authority could in the beginning of January report that firework related injuries within the target audience were lower than the year before and in general the lowest number of injuries since 08/09.
The YouTube videos were received extremely well amongst the target audience. Both videos peaked the Trending list on Danish YouTube - and in total, the videos collected over 578.000 views.
At the same time short video ads were posted on Snapchat and YouTube and they reached nearly 1 million impressions. Including the above, as well as Niki and Husum Instagram posts, the campaign generated more than 2.2 million impressions across Instagram, YouTube and Snapchat.