Transport for London turns to Xbox to promote Kill Your Speed Not Your Mates initiative
Transport for London’s (TfL) Kill Your Speed Not Your Mates campaign, which launched at the end of last month, is receiving another push from today as it begins a new format of ad campaigning on Xbox 360.
The Microsoft Xbox campaign will include a mobile-enabled element allowing users to engage with the creative by sending an SMS to ad character Mike.
The Xbox ad is geo-targeted to men aged 17 to 25 and was developed by Microsoft’s Ad Solutions team alongside MEC, M&C Saatchi and Kinetic Seven.
Owen Sagness, General Manager of Microsoft Advertising & Online UK, said: “TFL’s latest ad campaign has an extremely powerful message, so we wanted to create something unique that would help drive this home. For the first time we have a mobile-enabled element within an Xbox ad, using the viewer’s mobile device as the trigger to activate additional content and an immersive second-screen experience.”
Users who engage with the creative will receive extra content, which includes a video of the crash filmed from Mike’s perspective, extra content linked to the wider TfL campaign, and a free Xbox Avatar in the form of an animated crash test dummy.
Miranda Leedham, head of marketing operations at TfL, said: “Reducing casualties among all road users is a top priority for TfL and the Mayor. Our young car drivers campaign will help us continue towards meeting our ambition of a 40 per cent cut in deaths and serious injuries by 2020.
”There is a real need to bring home the serious implications of speeding on London’s roads, with young males. The clip clearly reminds young drivers that they should take more care of the people they care about; their friends.”
Earlier this week Tfl's principle planner social and digital, Lucy Whitehead revealed that the brand wants to gain “a bit more love” from its customers.