2025 Winner
BronzeBest Use of Influencers
Société de l'assurance automobile du Québec
"No Need for Speed"
LG2
"No Need for Speed"
LG2
For years, the Société de l'assurance automobile du Québec (SAAQ) has run mass campaigns urging Quebecers to respect speed limits. Yet, speeding contributed to 31% of fatal accidents in 2023, with a 20% jump among drivers aged 15-24.
More specifically, speeding in low-speed zones — exceeding limits by 5 to 10 km/h in 30 or 40 km/h areas — is still downplayed. The Association des directeurs de police du Québec reports that 70% of drivers exceed the speed limit in 30 km/h zones.
For the first time ever, the SAAQ decided to specifically address the problem of speed limits with young drivers.
The challenge was to turn young drivers' respect for speed limits in low-speed zones into the norm, knowing a 5 km/h reduction in average speed could lower annual accident rates by 15%. Motivating young drivers to change their behaviour was key to their strategy.
To achieve this goal, the agency needed to change a social norm, which is highly influenced by online culture: when it comes to driving, racing games, and gaming content still fuel a culture of speed.
Research allowed them to reveal an influential pop culture niche to open conversations and educate their younger audience: the gaming universe.
The idea was to challenge indifference and inspire young Quebec drivers to take a closer look at their driving habits. The SAAQ launched “No need for speed.” The 100% digital initiative literally put the brakes on speeding by infiltrating the province's most popular gamers' content.
Research indicates that video games significantly influence behaviour. Knowing that 32% of young Canadians aged 18-34 consume gaming content on Twitch (Media in Canada) and 36.5% of 16-34-year-olds play racing video games (Global Web Index), the idea was to strategically infiltrate Twitch racing game streams. The goal was to reach and engage young drivers (and the next generation of drivers) where they’re the most active and most likely to become indifferent to the dangers of speeding while driving.
The SAAQ had never targeted this audience and wanted to make sure this first interaction would be relevant.
In collaboration with four content creators, the agency suddenly reduced the gamers’ speed to 30 km/h in urban racing games during one-hour organic livestreams on Twitch. At first, viewers were surprised, but then, they started to reflect on their behaviour and to discuss the absurdity of not respecting speed limits.
To reach even more young drivers, we developed a social media first ecosystem that capitalized on the creators' content style. Short “best moment” clips from the livestreams were organically posted on our collaborators’ TikTok platforms. A hero video capturing the initiative’s highlights was also amplified by the SAAQ on TikTok and YouTube Shorts.
Working with Influencers is a popular marketing tactic, but the SAAQ's innovative initiative hacked their organic content on a niche platform, making a real impact on their real-life behaviour. Putting Twitch at the core of our media strategy contributed to the initiative's surprising effect — and its ability to capture attention — especially since Twitch doesn’t attract many advertisers to the platform yet.
This first digital activation for the SAAQ was a success thanks to the right content creators and to the right amplification. Connection planning was key to building ecosystems to maximize the initiative’s visibility and credibility with the 18- to 34-year-old audience. And it ensured that Twitch livestreams could be amplified in shorter formats to generate as much engagement on TikTok and YouTube.
The initiative successfully managed to capture attention, engage, and prompt young drivers to reassess their behaviour. With over 3,000 hours of organic content watched across Twitch and Tiktok, a 22% engagement rate, 97% positive perception of the initiative, 83% understood that respecting speed limits is normal, and 88% said the campaign would encourage them to respect speed limits.
From start to finish, the initiative successfully overturned social norms and made a positive impact with a convincing, direct, and non-moralizing illustration of the importance of observing speed limits.
More specifically, speeding in low-speed zones — exceeding limits by 5 to 10 km/h in 30 or 40 km/h areas — is still downplayed. The Association des directeurs de police du Québec reports that 70% of drivers exceed the speed limit in 30 km/h zones.
For the first time ever, the SAAQ decided to specifically address the problem of speed limits with young drivers.
The challenge was to turn young drivers' respect for speed limits in low-speed zones into the norm, knowing a 5 km/h reduction in average speed could lower annual accident rates by 15%. Motivating young drivers to change their behaviour was key to their strategy.
To achieve this goal, the agency needed to change a social norm, which is highly influenced by online culture: when it comes to driving, racing games, and gaming content still fuel a culture of speed.
Research allowed them to reveal an influential pop culture niche to open conversations and educate their younger audience: the gaming universe.
The idea was to challenge indifference and inspire young Quebec drivers to take a closer look at their driving habits. The SAAQ launched “No need for speed.” The 100% digital initiative literally put the brakes on speeding by infiltrating the province's most popular gamers' content.
Research indicates that video games significantly influence behaviour. Knowing that 32% of young Canadians aged 18-34 consume gaming content on Twitch (Media in Canada) and 36.5% of 16-34-year-olds play racing video games (Global Web Index), the idea was to strategically infiltrate Twitch racing game streams. The goal was to reach and engage young drivers (and the next generation of drivers) where they’re the most active and most likely to become indifferent to the dangers of speeding while driving.
The SAAQ had never targeted this audience and wanted to make sure this first interaction would be relevant.
In collaboration with four content creators, the agency suddenly reduced the gamers’ speed to 30 km/h in urban racing games during one-hour organic livestreams on Twitch. At first, viewers were surprised, but then, they started to reflect on their behaviour and to discuss the absurdity of not respecting speed limits.
To reach even more young drivers, we developed a social media first ecosystem that capitalized on the creators' content style. Short “best moment” clips from the livestreams were organically posted on our collaborators’ TikTok platforms. A hero video capturing the initiative’s highlights was also amplified by the SAAQ on TikTok and YouTube Shorts.
Working with Influencers is a popular marketing tactic, but the SAAQ's innovative initiative hacked their organic content on a niche platform, making a real impact on their real-life behaviour. Putting Twitch at the core of our media strategy contributed to the initiative's surprising effect — and its ability to capture attention — especially since Twitch doesn’t attract many advertisers to the platform yet.
This first digital activation for the SAAQ was a success thanks to the right content creators and to the right amplification. Connection planning was key to building ecosystems to maximize the initiative’s visibility and credibility with the 18- to 34-year-old audience. And it ensured that Twitch livestreams could be amplified in shorter formats to generate as much engagement on TikTok and YouTube.
The initiative successfully managed to capture attention, engage, and prompt young drivers to reassess their behaviour. With over 3,000 hours of organic content watched across Twitch and Tiktok, a 22% engagement rate, 97% positive perception of the initiative, 83% understood that respecting speed limits is normal, and 88% said the campaign would encourage them to respect speed limits.
From start to finish, the initiative successfully overturned social norms and made a positive impact with a convincing, direct, and non-moralizing illustration of the importance of observing speed limits.
Credits
[Company Credits]CREATIVE AGENCY: LG2
CLIENT: Société de l'assurance automobile du Québec
MEDIA AGENCY: Touché!
[Individual Credits - Agency - LG2]
CHIEF CREATIVE OFFICERS: Nicolas Baldovini, Luc du Sault, Josh Stein
VICE-PRESIDENT, EXECUTIVE CREATIVE DIRECTION: Nicolas Boisvert
CHIEF STRATEGY OFFICER : Sophie-Annick Vallée
CREATIVE DIRECTION: Luc Du Sault
COPYWRITING : Félix-Antoine Belleville
ART DIRECTION : Megan Plamondon
STRATEGIC PLANNING: Charlotte Arsenault
CLIENT SERVICES: Alexandra Laverdière, Noémie Steben-Roy, Laurence-Olivier Paquet
AGENCY PRODUCTION: Simon L. Dubé
MOTION DESIGN: Daniel Martinez-Mendoza
EDITING: Daniel Martinez-Mendoza
[Individual Credits - Media Agency - Touché!]
Amélie Simoneau, Antoine Morneau