Flash Driving Game

Objective

New Zealand Transport Agency aimed to reduce speeding among young drivers as part of its Safer Journeys road safety initiative. The campaign targeted a demographic that loved fast-paced racing video games but often translated that excitement into dangerous real-world driving. By combining entertainment with safety messaging, the agency sought to create an emotional connection between game consequences and actual driving behavior.

Solution

Flash Driving Game was a browser-based 3D racing game integrated with Facebook. Players engaged in a high-energy console-style racing experience; the game featured a dramatic twist where the player's car crashed, and the system pulled images from the player's Facebook profile to create a 'life flashing before your eyes' moment—a stark visual consequence of reckless driving. Developed by Clemenger BBDO Wellington in collaboration with digital production partner Resn, the game was hosted at flashdrivinggame.com and leveraged social integration for personalized, shareable moments that reinforced the road safety message.

Results

The campaign achieved strong engagement: 41,000 players participated, exceeding expectations by 50%. Most significantly, Flash Driving Game contributed to a 6% reduction in speeding across New Zealand—the largest reduction in average vehicle speed recorded in the previous five years. The work was recognized at Cannes Lions International Festival of Creativity in 2013.