AER (ECUADORIAN RADIO ASSOCIATION) Ambient, Case study RADIO AMBULANCE by Maruri Grey Quito

RADIO AMBULANCE

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Industry Business equipment & services, Corporate Image
Media Ambient, Case study
Market Ecuador
Agency Maruri Grey Quito
Associate Creative Director Director Adrian Morano
Art Director Jimmy Cobos
Released June 2013

Awards

Cannes Lions 2013
Media Lions Product & Service; Charities, Public Health & Safety, Public Awareness Messages Bronze
Media Lions Use of Media; Best Use of Audio Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Audio
Advertiser: AER (ECUADORIAN RADIO ASSOCIATION)
Product/Service: CORPORATE IMAGE CAMPAIGN
Agency: MARURI GREY Guayaquil, ECUADOR
Chief Creative Officer/Copywriter: Daniel Pérez Pallares (Maruri Grey)
Associate Creative Director: Adrian Morano (Maruri Grey)
Creative Director/Art Director: Luis Campoverde (Maruri Grey)
Creative Director/Copywriter: Alejandro Peré (Maruri Grey)
Art Director: Jimmy Cobos (Maruri Grey)
Results and Effectiveness
We focused in a critical point during an ambulance ride: traffic jams, and managed to get rid of time wasted avoiding cars using an effective and innovative device.
We reduced the travelling time of ambulances by 40% during rush hour.
Creative Execution
We installed antennas and a transmitter in ambulances in order to interfere with all the AM/FM transmissions of cars within the range of 1km and ask them to yield.
By the use of an antenna, a universal software radio peripheral, and a RF amplifier we could interfere with the signal of over 40 radio stations and notify cars within the range of 1 Km to clear the lanes for an upcoming ambulance. A button installed near the driver’s seat activates the signal.

Insights, Strategy and the Idea

Guayaquil is one of the most traffic congested cities in Latin America. That means a complication for ambulances to flow towards traffic with ease even if nearby cars were willing to yield, congestion makes it impossible. We came up with a way to alert them in advance so the could make their move way before and let the ambulances circulate with ease by putting an antenna that interferes with radio transmissions within a 1km range. In order to alert drivers of ambulances passing by, we interfered with the signal on cars' AM/FM radios broadcasting a warning sound.