TfL “Kill Your Speed” campaign goes cross-screen on targeted Xbox 360 mobile event


As part of the new road safety advertising campaign from Transport for London (TfL), “Kill Your Speed Not Your Mates”, Microsoft Advertising has announced the launch of its campaign on Xbox 360.

In a first for advertising on Xbox 360 the creative will include a mobile-enabled element, creating a truly cross-screen experience.

The same cinema and VOD advertisement, showing the shocking consequences faced by a young driver and his friends as he speeds on a local road, will form the basis of the ad. This time, Xbox users can engage with the creative by sending an SMS to the character – Mike – in turn receiving additional content that appears to be sent back by him.

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 (creative agency) and Kinetic Seven (mobile agency).

Ed Harvey, Communications Planner at MEC, said: “The Xbox platform presents the perfect opportunity for TfL to engage with an audience that is traditionally unreceptive to road safety messages.

“The interactive element of the activity and critically, its ability to move a compelling message from the screen to their most trusted device – their mobile – means that the campaign is able to deliver real cut-through with young drivers. This helps to illicit deeper consumer engagement and ultimately contributes to our objective of reducing serious car accidents in London.”

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