Campaign & Application Road Miles

During the final project of the deepening semester of my study, I worked (with a group of students) on a campaign for our own-developed app called Road Miles. Road Miles is an application which has the goal to increase safety on the road through rewarding its users for driving safely. With the campaign "Don't Be Like..." we want to show the general Dutch public how they should NOT behave while being on the road by using different stereotepical and funny characters. For this campaign I was responsible for all the social media content and all the animation that was necessary to enrichen our campaign. We wanted to make the campaign funny and therefore chose to use memes (amongs other types of content) to reach the audience, since this is was one of the most succesful strategies conducted from our research.