Wet Weather Driving Awareness: "RADIO GREETINGS" Promo / PR Ad by Dinamo

Category: Best Use of Audio
Advertiser: THE NORWEGIAN PUBLIC ROADS ADMINISTRATION
Product/Service: WET WEATHER DRIVING AWARENESS
Agency: DINAMO
Entrant Company: DINAMO, Lysaker, NORWAY
Copywriter: Stein Simonsen (Dinamo)
Art Director: Torstein Greni (Dinamo)
Senior Client Director: Christin Elvegaard (Dinamo)
Account Manager: Lene Gjelsvik (Dinamo)
Assistant Art Director: Trine Kvarud (Dinamo)
: (Sagveien Resort)
: (Animasjonsdepartementet)
: (Good Morning)
: (Aspiro Mobile Solution)
: (Madialight)
Media placement: Facebook Page - Facebook - 28th September 2010
Media placement: Radio - P4 - 28th September 2010

Insights, Strategy & the Idea
Our target was to lower the number of people killed or seriously injured on wet autumn roads.

What can one say to make others think about their fellow motorists?

Maybe the question is not what can one say, but who should say it?

Creative Execution
We set up a Facebook page on the topic, and asked people to record a greeting to someone on the road.

Anyone could share a greeting to one of their loved ones, and 100 greetings would be delivered over the radio. The people who sent these 100 messages received a text with the time and station for when their message would air.

This way, people got to hear from their loved ones, while all the other motorists listening to the radio got to know a little something about the people who were sharing the road with them. They weren’t just surrounded by cars, but by people with families, just like them. Who could ignore all these precious reasons to drive safely?

Results and Effectiveness
The result?

70% of the recipients said that they liked getting the message this way, rating it as good or very good.

42% said that this campaign influenced them to slow down when driving.

But most importantly ...

Over the last 3 years, the average number of people injured in traffic in October remained at over 700.

By last October the number was reduced to 577.