SAAQ Infiltrates Twitch and Slows Down Racing Streamers

The Société de l'assurance automobile du Québec (SAAQ) is continuing its long-standing collaboration with LG2 on a new public awareness campaign about speeding just in time for the back-to-school season. For the first time, SAAQ is adding a digital twist to this ulti-execution campaign by collaborating with four well-known influencers from the Twitch platform. During live streams, Proze, JeuSérieux, MadameZoum and Stéphanie Harvey shared the message with their communities by reducing their speed in-game from 200 km/h to 30 km/h in residential and school zones. A surprising move in a virtual world where excessive speed is the point. The social stunt opened up discussions with online communities about the importance of respecting speed limits in reality and the dangers that come with speeding.

“The creative challenge with SAAQ is great, because we have to tackle recurring subjects, each just as important as the next, while constantly changing our angle of approach. Just like creative work, awareness-raising must also be renewed. With the same proposition running through all the executions, namely “Respecting speed limits should just be normal”, we play on the opposition with abnormality. Raising the absurdity of speeding is a sobering thought, even in the world of video games.” said Luc Du Sault, partner and chief creative officer, LG2.

While some motorists trivialise speeding, SAAQ reminds us that respecting limits “should just be normal”. This campaign line covers all aspects of the fall offensive, including video spots broadcast on television and online, digital audio ads, and media placement on sports channel RDS during Formula 1 races.