Billion-streaming, global pop sensation Sigrid partnered with the Department for Transport & HOLD for an innovative new partnership designed to increase awareness of the recent changes in driving law which introduce firmer punishments for phone use behind the wheel.
We worked with Sigrid - along with her friend and drummer, Kasper - to create a series of light-hearted social content pieces in which the pair reacted to an OTT hazard perception video, complete with dragons and UFOs to boost the entertainment value for our younger target audience.
Simultaneously, we encouraged fans to use the HOLD app while driving to help everyone drive safely. HOLD rewards users for putting their phones down by awarding points after 20 consecutive minutes without using another app - the points can then be spent on exclusive prizes. This made HOLD a perfect tie-in for the wider campaign.
To drive campaign awareness, we also engaged Toby Aromolaran (Love Island) to amplify the message through his dedicated following on Instagram and TikTok. Toby’s audience responded extremely positively to the content, which was testament to the campaign’s efficacy in raising awareness within his audience demographic.
Overall, the campaign delivered a fantastic 11.5 million impressions across channels, with the content achieving over 86K likes. In a campaign survey, 43% of fans who viewed the content said they would now call out friends on poor driving behaviour in the future.
Check out Sigrid’s Instagram here.
Watch Toby’s TikTok post here.