New 911 campaign takes on the pocket dial

Vancouver’s E Comm 9-1-1 launched a new campaign Monday to raise awareness of the roughly 200 accidental calls the emergency dispatch service receives every day. The campaign includes an animated spot about mobile phone “pocket dialing.” The campaign comes from Cossette Vancouver, which won the account in a review last October. Michael Milardo, creative director […]

Vancouver’s E Comm 9-1-1 launched a new campaign Monday to raise awareness of the roughly 200 accidental calls the emergency dispatch service receives every day.

The campaign includes an animated spot about mobile phone “pocket dialing.” The campaign comes from Cossette Vancouver, which won the account in a review last October.

Michael Milardo, creative director at Cossette, says not only do pocket dials take resources away from real emergencies, they also further drain resources because most people hang up when they realize their mistake.

“The campaign hopes to raise awareness of the problem and get callers to stay on the line if they do make a mistake,” he said, adding that this is the first phase of the campaign. Phase two will communicate the right and wrong time to call 911 and what constitutes a real emergency.

Milardo said that the campaign is 90% digital and includes a 60-second YouTube video and a 15-second pre-roll ad that will run with sponsored posts on Facebook.

The ad shows a cell phone being tossed into a purse and meeting various characters, including a mischievous chap stick and an angry set of keys, before encasing itself in protective outerwear.

Milardo said the objects are all original crafted puppets brought to life through stop motion software by Bent Image Lab of Portland, Oregon.

“We’ve tried to create a vulnerable character who is alone in this dark space, but in the end, once he has a suit of armor on, he becomes the hero,” said Milardo.

The campaign also includes wild postings of posters with characters dressed up in most wanted-style posters and a Twitter component inviting consumers to tweet their own pocket dialing stories to #pocketdialmishaps.

Brands Articles

How Baileys is extending its brand past the holiday season

The brand's plan for spring and summer: ice cream and frozen cocktails

Is your team equipped for change?

Change is an ongoing process that requires an open-mind and open communication

Tim Hortons, Burger King off to a good start, says CEO

Despite missing analyst estimates, company says it built a solid foundation for the future

Abercrombie & Fitch ditches ‘sexualized’ marketing

Retailer tries to distance itself from controversial images started by former CEO

Apply to bring home the bacon

Apply for Canada's best marketing job, Manager Bacon

Pepsi eliminating aspartame from its flagship diet pop

Decision in response to customer feedback

Holt Renfrew expanding its downtown Vancouver store

Retailer ups its game as competition heats up in the luxury goods market

How Apple defines ‘available’ (Column)

Apple Watch pre-orders delayed until June