BIZARRE TRAFFIC UPDATES by Duval Guillaume Modem Antwerp for Touring Mobilis

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BIZARRE TRAFFIC UPDATES

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Belgium
Agency Duval Guillaume Modem Antwerp
Creative Director Geoffrey Hantson
Art Director Merel Van Den Broek
Copywriter Dries De Wilde
Released October 2009

Credits & Description

Category: Best Use of Radio
Advertiser: TOURING MOBILIS
Product/Service: TRAFFIC ANNOUNCEMENTS
Agency: DUVAL GUILLAUME
Date of First Appearance: Oct 10 2009 12:00AM
Entrant Company: DUVAL GUILLAUME, Antwerp, BELGIUM
Creative Director: Geoffrey Hantson (Duval Guillaume Antwerp)
Copywriter: Dries de Wilde (Duval Guillaume Antwerp)
Art Director: Merel van den Broek (Duval Guillaume Antwerp)
Account Manager: Charlotte Matthias (Duval Guillaume Antwerp)
Media placement: Radio - Radio - 10 October 2009
Media placement: Ambient - Ambient - 10 October 2009

Results and Effectiveness
Thanks to a solid seeding strategy, the campaign was immediately picked up by the media and was talked about in various radio shows. Drivers took photographs and put them on their Facebook, Twitter and blog pages. The bizarre situations even made it into the real traffic updates.

Creative Execution
We launched a radio campaign that you could watch from your car. The message: “Thanks to Touring Mobilis, your GPS system knows everything that’s happening on the road.” In the radio commercials a GPS voice warns you about a surreal situation in traffic. To the drivers’ surprise, those bizarre updates were actually true.

Insights, Strategy & the Idea
Touring Mobilis, the Belgian traffic centre, is famous for traffic updates on national radio. Now the latest GPS systems can get the Touring traffic updates directly. Touring Mobilis wanted all Belgian drivers to know about this.