 |
| CLIENT |
COI |
| CAMPAIGN |
Smart Online, Safe Offline |
| SERVICE |
Online Advertising |
| TERRITORY |
uk |
| OFFICE |
London |
|
|
|
| The Challenge |
Launching in January 2006 the campaign's main objective was to take a completely new approach on promoting child safety on the internet and to drive traffic to thinkuknow.co.uk, which provides the most up to date information about how to be safe online.
Profero was briefed to arrive at a concept which aimed to convey an impactful message of safety and awareness, reminding 11 to 14 year olds of the harsh consequences when giving out too much personal information online.
|
| The Solution |
Profero found the strap line ‘smart online, safe offline'.
The visual style to the ads clearly demonstrates the proposition that to be safe in the real world, you need to be as smart online as you are offline. Featuring a predatory figure masked by an innocuous smiling emoticon, the creative concept demonstrates how people can easily mask their intentions and identity in the virtual world. It highlights that young people would not allow this character to join their gang in real life, making users question themselves as to why they allow it to happen in online environments. The ads shock the audience with brief yet powerful visuals, allowing the target audience to reach their own conclusions about how to rectify their online behaviour.
|
| Results |
The total impressions for the campaign were 105m with 1.8m clicks at an average CTR of 1.73%. Some executions such as ‘messenger buddy' achieved an impressive click through rate of a massive 9.8%.
After the campaign had finished children were interviewed to find out whether the ads had managed to succeed in changing behaviour. 54% of the target audience said that they all recalled seeing the ads. Over 80% correctly identified with the concept of not giving out private information online,
79% also correctly understood the message not to be alone if meeting up with someone they had met online.
Having impressed the judges at this years Cannes Lions Awards Festival, the 'at home' execution received a Silver Cannes Cyber Lion.
|
|
|
|
