The Danish Road Safety Council DM THE WAKE-UP CALL by Bates Y&R Copenhagen

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Industry Traffic safety
Media Direct marketing
Market Denmark
Agency Bates Y&R Copenhagen
Creative Director Ib Borup
Art Director Mads Faber
Copywriter Simon Kragh
Client Service Director Thomas Brandt
Released February 2010

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Product/Service: ROAD SAFETY
Agency: BATES Y&R
Date of First Appearance: Mar 1 2010
Entrant Company: BATES Y&R, Copenhagen, DENMARK
Entry URL:
Art Director: Mads Faber (Bates Y&R)
Copywriter: Simon Kragh (Bates Y&R)
Creative Director: Ib Borup (Bates Y&R)
Client Service Director: Thomas Brandt (Bates Y&R)
Account Manager: Josephine Winther-Poupinel (Bates Y&R)
Project Manager: Jon Schwartz (The Danish Road Safety Council)
Account Director: Martin Schrøder (Compaya)
Media placement: Mobile Service - Mobile Phones - 1. March 2010
Media placement: TV Spot - 1 Spot - Multiple National Channels - 1. March 2010
Media placement: Flyers - 1 Version - Handouts - 1. March 2010
Media placement: Outdoor Ad - 1 Version - DYI Stores / Trade Schools - 1. March 2010
Media placement: Radio Spot - 1 Spot - Commercial Stations - 1. March 2010
Media placement: Online Banner - 1 Version - - 1. March 2010
Media placement: Website - Campaign Site - WWW - 1. March 2010

Describe the brief/objective of the direct campaign.
This was a public awareness campaign focused on increasing seatbelt usage among drivers of vans.

They were the main target as they have the lowest seatbelt usage rate (79% uses). The group is defined by a large share of men and persons employed in trades (handymen, delivery drivers etc.).

For people who spend a lot of time in a van, their mobile phone is undoubtedly one of their most important tools. Including the mobile phone was thus our main strategic idea.

This was a three year campaign (2009-2011), but this entry is only related to the 2010 activity.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution was a mobile service making it possible for person A (via text message) to order a phone call for person B (who they knew did not always use the seatbelt). Famous Danish comedian - Linda P - known for her hard-hitting style would then call person B and deliver a pre-recorded "scolding" for not using the seatbelt. We used interactive voice response technology, which meant that whenever person B said something, Linda P would reply with an angry statement. This gave the whole call a much more realistic feel.

Explain why the creative execution was relevant to the product or service.
The client did not want to be the one telling the drivers to use the seatbelt, but rather use friends and colleagues as the messenger. This gave the campaign a more intimate and personal touch, which we believe helped the drivers understand why using the seatbelt, was so important - not using it could mean they disappeared from the lives of those who they are important to.

To our knowledge no campaign in Denmark had previously used interactive voice response this way.

In addition the harsh tone used meant that the target group understood the message.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The goal was to get 17.500 received calls in three weeks. The campaign got 160.000+ received calls in one week!
There was no percentage goal in terms of increased seatbelt use for this activity, as the client had ordered a three year campaign with a goal based on three campaigns. However, a study conducted among people who had been exposed to this campaign in one way or the other, showed that among those who did not always use a seatbelt 48% said they were more likely to use the seatbelt in the future because of the campaign.