O2 Slovakia: #DontBeAPirate

O2, a telecommunications brand, discouraged young drivers from using their phones at the wheel in Slovakia by getting a key influencer to livestream being caught on his phone while driving.

Executive Summary

Using a smartphone behind the wheel can have fatal consequences. At 02, we are responsible, and we are the first mobile carrier in Slovakia to act against using phone while driving.

In a campaign aimed at young drivers, we engaged 20 top influencers. Our main character got caught by police while streaming his drive.

This triggered an avalanche of reactions from other influencers, as well as thousands of people on social media. It immediately leaked to tabloids, making it the hottest issue in Slovakia.

After 6 days, together with all the influencers, we revealed it's a campaign. The...

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