Transport Agency uses Snapchat to send message to stoned drivers in new targeted mobile campaign via Clemenger BBDO, Wellington

Reaching stoned drivers is a challenge, but a targeted mobile campaign from the Transport Agency, Clemenger BBDO and OMD is having some success using Snapchat.

So far, 7,800 people have been drawn in by a group of young guys using the Snapchat account name ‘Tinnyvision’ to document their sessions. Watch the story unfold by following ‘Tinnyvision’ on Snapchat.

VIEW THE SNAPCHATS

A targeted mix of online message boards and social channels has been used to get people to follow Tinnyvision.

Says Andrew Holt, managing director, Clemenger BBDO: “This is an example of story and channel working together. The right type of people are following Tinnyvision because it’s believable and relevant. It makes sense that these guys would post their sessions on Snapchat–you see it once, then it’s gone.”

The story, shot by Taika Waititi and Curious films, is a first for the Transport Agency who are experimenting more and more with innovative ways to get their messages to the right people.

Says Rachel Prince, Transport Agency principal advisor: “Reaching this audience is really hard. They’re very good at tuning out traditional broadcast channels, so we created a new one. From online comments, we know the message is getting through. And they’re sticking with the story right to the end. It’s exciting to be breaking new ground.”

Transport Agency

Sound Engineer: Paul Stent