TfL had been a client of M&C Saatchi for some 15years, working across a magnitude of campaigns for the brand to drive awareness to it's many services including its support and management prior to the 2012 London Olympics. This required a "always on" approach to creative through a wide range of channels
TfL came with a new brief. Focused on the challenge of creating awareness to reduce the number of teen casualties that occur in major cities when it comes to road safety. We needed to engage with this audience in a language they understood in a channel they visited on a regular basis.
This resulted in a digital first for TfL. We produced a multiplayer game titled "Stop. Think. Win". The game was built around the sole purpose to deliver a clear message. To think about the environment around you prior to cross the road. The game sat on the gaming platform Miniclip as well as Facebook and supported by a wider campaign to drive awareness. The final result saw huge engagement numbers and a FWA award.
