road accidents – Campaigns of the World

NZ Transport Agency: Belted survivors

COTW — Wed, 07 Oct 2020 07:05:58 +0000

Live hard. Crash harder. Staunch young males make up the majority of NZ’s unrestrained crash fatalities. They reckon seatbelts are for kids, the elderly, the weak. It’s an unnecessary accessory that dents their manhood. 40% would’ve survived if they’d been belted up. Their perception of seatbelts needed to shift from a sign of weakness to a tool for survival. Seatbelts need to be rebranded with a new image: a tougher one. But this rebellious, rule-breaking, anti-establishment audience would switch off at the first hint of safety messaging. They won’t listen to a government PSA. But they do listen to and respect their peers. To connect with them, it had to come from our target audience themselves.

Our audience love sharing gnarly shit. So graphic imagery was used for good. Real crash survivors proudly wore their seatbelt wounds as badges of honour; confronting marks of survival that proved there’s nothing soft about seatbelts. Belted Survivors gave our audience powerful proof they couldn’t deny, delivered over social by peers who’d lived through a crash themselves. Using the real survivors of crashes to deliver our message for us authentically, and transforming crash ‘victims’ into powerful advocates of strength, survival, and of making the right call. Who then encouraged thousands of more survivors like them to share their tales of survival, too. Using the influence of real survivors around the world to inspire their mates to make a right call like them – and for the first time, making the positive impact a seatbelt can make personally relevant to our audience.

We knew our audience liked talking about their injuries. It was a great yarn. Proof of their toughness. And we knew they loved sharing gnarly shit over their feeds. So we leaned into the brutal side of seatbelts, with confronting content we knew our audience couldn’t look away from, or resist sharing. In partnership with VICE (an outlet these guys respect), a national call-out gathered hundreds of real stories from crash survivors who had a seatbelt to thank. They became advocates for our message, owning the campaign, giving our undeniable message cred, and delivering it straight into their mates’ feeds. They called out to mates to make a good call like them, and for other survivors to share their own tales of survival or pics of their own badges of honour, who then encouraged more mates to do the same. Sparking a cycle or survivors encouraging more survival.

The survivors shared their images first, over their own social channels. Their mates spread them. The boys’ stories of survival were picked up and shared by national, then global media, hitting feeds everywhere. The social chain empowered survivors across the world to use their own story to challenge their mates to make the right call by sharing their pics and stories. Over months, the campaign evolved with planned, organic and tactical new social content, with the survivors’ stories at their heart. At every moment, the survivors shared what they lived on for on their feeds. FaceApp posts gave glimpses into their futures. VICE docos revealed their stories. They posted about partnering with NZ Police to run tailored workshops with our audience. Every new piece of content was an opportunity to engage the survivors’ mates again and again –reinforcing the ‘Belt Up, Live On’ message in our audience’s feeds.

With over half a billion impressions worldwide, Belted Survivors has resonated back where our hard-to-reach audience is centred, in provincial New Zealand. Recall of Belted Survivors is nearly 3x higher amongst young males than the general population. And about 4x higher than previous seatbelt campaign recall. For an audience who usually skip or keep scrolling, Belted Survivors saw a 540% increase in audience engagement, compared to NZ Government standards for social marketing to this audience. The campaign also inspired a long-term initiative with the NZ Police, with survivors partnering in the development of workshops focused on seatbelt safety. Their stories have inspired hundreds of others to share their tale of survival at beltedsurvivors.nz, and to share images of their seatbelt marks over social. Every comment and image adding more proof to the undeniable impact seatbelts can make – and helping lead to a 74% perception shift for our audience.

‘Sound Penalty’ for over speeding in Rio de Janeiro, Brazil

COTW — Wed, 31 May 2017 09:36:21 +0000

The campaign is a direct intervention in each one of Paradiso’s radio user’s app transmission. Whenever the listener is driving, the app measures their speed and the car’s location. This way, if the driver goes over the speed limit, the radio transmission is interrupted for this driver only and they receive the sound penalty. The penalty’s audio explains that the driver is over the speed limit and therefore will have to listen to one minute of Government Hour – the most tedious public radio program. When this minute is over, all the driver has to do is stay within the speed limit that the radio’s schedule goes back to normal.

The Government Hour is a standardized compulsory broadcast for all stations, which takes place at 7 pm every evening. This law exists for over 82 years and is a nightmare for every Brazilian. Also, it is very relevant to consider that Rio de Janeiro’s traffic is the 8th worst in the world.

Credits:
Advertised brand: Radio SulAmérica Paradiso FM, Brazil
Advert title: Sound Penalty
Advertising Agency: 3yz, Porto Alegre, Brazil
Agency website:
Creative Director: Eduardo Menezes
Art Director: Pedro Heckmann
Copywriter: Bruna Dahmer
Account Executive: Manoela Lisboa
Agency Producer: Diego Carvalho
Code Developer: Eduardo Schitz, Henrique Boaventura
APP Developer: MobRádio
Motion Design: Dr. Smith
Sound Design: Sound Thinkers
Client Services: Márcio Norris

This Campaign is about:
Government Hour, Brazil, Sound Penalty, Road Accidents, Road Safety Campaign, Rio de Janeiro’s traffic, Brazilian, World’s Worst Traffic, Ad Campaign, Technology campaign, best use of technology, Innovative ideas, over speeding accidents

AXA Smartbell: An innovative bicycle bell which turns into radio transmitter

COTW — Sun, 21 May 2017 07:19:56 +0000

FCB Warsaw and AXA, one of Europe’s leading insurance firms, created AXA Smartbell with RDS technology to help make the roads less dangerous for cyclists. Every day, in cities around the world, cyclists are struck by cars because they are not seen or heard. The Smartbell equips cyclists with their first-ever “bike insurance,” a bell that transmits a signal through car radios to alert drivers about approaching bicycles, allowing both cyclists and vehicles to safely share the road.

#Smartbell from FCB Warsaw.

Credits:
Brand: AXA
Country: Poland
Advertising Agency: FCB Warsaw
Chief Creative Officer: Luis Dias
Creative Director: Gosia Drozdowska, Agnieszka Klimczak
Copywriter: Mikolaj Stefanski
Art Director: Kaja Dobrzańska
Account Director: Monika Sosnowska
Account Manager: Marlena Mikina
Agency Producer: Robert Wawszczyk
Product Constructor: Szymon Peplinski
Product Designer: Adrian Dutkowski

Tags: Europe, Cyclists, FCB, FCB Warsaw, AXA, Smartbell, Road Safety, Road Accidents, Poland, Technology, Innovative vehicle safety, Europe Road accidents, Cyclists in Poland, radio transmitter, Cyclists safety, RDS Technology, Car Radio, Financial Services in Europe, Road Accidents in Poland, Vehicle Technology, Innovative vehicle safety, Road Safety Campaign, Innovative vehicle safety campaign, Innovative bicycle bell, bike insurance, Europe’s leading insurance firms

Drive With Care in Monsoon | Road Safety Initiative by Chevrolet India

COTW — Tue, 26 Jul 2016 02:46:31 +0000

Watch the video to see how their safety messages appear only when it rains to remind people about the dangers of wet roads and how they can stay safe.

Honda launches “Keep Safe Whispers” for motorcyclists to avoid accidents

COTW — Thu, 09 Jun 2016 03:40:49 +0000

In Colombia, motorcyclists die everyday due to speeding.
Low costs and the easy access young people have to buy a motorcycle, has made the industry grow 163% in comparison to last year.

Honda set out to find a creative way to lower the number of accidents by preventing them and preserving what’s most important: people’s lives.
Until now, helmets were designed to protect people in case of an accident, keep safe whispers is a communication platform thought to prevent them, by using the helmet’s intercom as a communication channel between the driver, its family and their messages.

DDB Colombia’s idea allows family and friends’ motivational messages to reach motorcycle drivers while they drive, inspiring them to reduce speed and be safe. Through an App find in the Apple Store, people can record messages storage in a system. The GPS identifies when the speed limit is exceeded and sends messages, via Bluetooth, to the helmet.

Download Android App
Download From iTunes

Credits
Media: Ambient
Category: Automotive
Advertiser: Honda Motor Company, Ltd.
Product: Honda Helmets
Advertising Agency: DDB, Bogota, Colombia
Chief Creative Officer:Leo Macias
General Creative Directors:Marco Muñoz, Daniel Calle
Digital Creative Director:Andrés Aristizábal
Art Director:Oscar Martínez, Santiago Acevedo, Jefferson Arango
Copywriter:Leonardo Sanchéz, Mateo Morales, Camilo Parra Account director: Viviana Rosero, Alejandro Atehortua Animation: Cristian Martínez
Production Company:La tienda

The impossible texting & driving test

COTW — Mon, 11 Apr 2016 09:45:53 +0000

Mobiles phones have become an extremely important part of our lives and on the other hand mobile phones do take away a lot of lives from across the world- if you use one while driving. There have been plenty of campaigns to encourage people to avoid using mobiles phones. This social experiment may be exactly what you need to discourage people to switch their focus on their mobile phones while driving.

Watch it to find more:

Western Cape Government – Speed Kills

COTW — Thu, 10 Mar 2016 07:38:31 +0000

Every day, a pedestrian gets seriously injured or killed in the Western Cape. In most cases, speed is the cause. So Y&R South Africa created posters showing a foot on a pedal, with a vulnerable-looking character beneath it. Implying that the simple act of pushing down the accelerator can have deadly consequences.

Credits
Client: Western Cape Government
Advertising Agency: Y&R, South Africa
Chief Creative Officer: Graham Lang
Art Directors: Gareth Cohen, David Mabotja
Photographer: Gavin Goodman
Art Buyer: Ashleigh Hamilton

Volkswagen – You’ll never be surprised on road again

COTW — Mon, 29 Jun 2015 10:50:43 +0000

You’ll never be surprised on road again.The Electronic brake assist system of CC

Credits:
Advertising Agency: DMG, Beijing, China
Creative Directors: Dan Mintz, Weibing Xu, Bob Gao
Art Director: Bob Gao, Oliver yang
Copywriter: Sky Han
Illustrator: Octopus Digital Studio
Photographer: Jian Miao