GETTING DRIVERS' ATTENTION by Escala for STATE DEPARTMENT FOR TRANSPORT

Adsarchive » Promo , Case study » STATE DEPARTMENT FOR TRANSPORT » GETTING DRIVERS' ATTENTION

GETTING DRIVERS' ATTENTION

Pin to Collection
Add a note
Industry Traffic safety
Media Promo & PR, Case study
Market Brazil
Agency Escala
Creative Director Roberto Callage E Régis Montagna, Eduardo Axelrud
Art Director Fernando Schlickmann
Copywriter Reginaldo Pujol Filho
Producer Maria Fernanda Moura, Fernanda Marques, Matheus Philippi
Released July 2009

Credits & Description

Category: Best Use of Cinema
Advertiser: STATE DEPARTMENT FOR TRANSPORT
Product/Service: ROAD SAFETY CAMPAIGN
Agency: ESCALA COMUNICACAO E MARKETING
Date of First Appearance: Jul 10 2009 12:00AM
Entrant Company: ESCALA COMUNICACAO E MARKETING, Porto Alegre, BRAZIL
Creative Director: Eduardo Axelrud (Escala Comunicação e Marketing)
Creative Director: Régis Montagna (Escala Comunicação e Marketing)
Art Director: Fernando Schlickmann (Escala Comunicação e Marketing)
Copywriter: Reginaldo Pujol Filho (Escala Comunicação e Marketing)
Media Director: Daniela Schenato (Escala Comunicação e Marketing)
Media Director: Gustavo Bittencourt (Escala Comunicação e Marketing)
Media Planner: Nicolas Motta (Escala Comunicação e Marketing)
Media Planner: Luciano Oliveira (Escala Comunicação e Marketing)
Producer: Fernanda Moura (Escala Comunicação e Marketing)
Account Executive: Taís Ludvig (Escala Comunicação e Marketing)
Account Executive: Mirza Reverbel (Escala Comunicação e Marketing)
Account Manager: Márcia Fernanda Sampaio (Escala Comunicação e Marketing)
Account planning Director: Lucia Xavier (Escala Comunicação e Marketing)
Account Planner: Carla Link Federizzi (Escala Comunicação e Marketing)
Producer: Matheus Philippi (Estúdio Aloísio)
Account Manager: Alexandre Guerra Godoy (Mazah)
Producer: Fernanda Marques (Mazah)
Planner: Paulo Cesar Dias (Mazah)
Planner: Thomaz Fontana (Mazah)
Media placement: Cinema - GNC Cinemas Iguatemi - 10/07/2009
Media placement: Cinema - GNC Cinemas Iguatemi - 15/07/2009
Media placement: Cinema - GNC Cinemas Iguatemi - 19/07/2009
Media placement: Cinema - GNC Cinemas Iguatemi - 22/07/2009
Media placement: Cinema - GNC Cinemas Moinhos - 12/07/2009
Media placement: Cinema - GNC Cinemas Moinhos - 17/07/2009
Media placement: Cinema - GNC Cinemas Praia De Belas - 11/07/2009
Media placement: Cinema - GNC Cinemas Praia De Belas - 18/07/2009

Results and Effectiveness

In addition to the strong repercussions for the actions in the media, both on and offline, the impact on the public present at the sessions was quite significant: 98% of those interviewed at the end of the session remembered the message about paying attention in transit they had seen before the film. And 90% considered the message to be highly relevant.

Creative Execution
The State Department for Transport screened a commercial in movie theatres from an individual’s point of view shot inside a car on a highway. In the audience, a cellphone rang and an actor took the call, thus calling people’s attention in the movie theatre. The audience only turns its attention back to the commercial when an abrupt sound of a truck’s horn and brakes comes from the direction of the screen, surprising everyone. The screen then shows the following message: “See how a cell phone can distract your attention on the road?'' “1 out of every 3 accidents is caused through a lack of attention'' “While driving, a lack of attention can kill.”

Insights, Strategy & the Idea
More than 1/3 of traffic accidents in Brazil are caused by drivers’ lack of attention either as they tune into a radio station or look for something in a purse, but especially as they speak on the cellphone while driving. To alert audiences about the risks of small distractions, we made more than a mere commercial. We created an experience that enabled people to feel what a small distraction can cause in their lives.