Chevrolet Film, Ambient, DM Call Me Out by Commonwealth/McCann Detroit

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Call Me Out

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Industry Traffic safety, Mobile applications
Media Film, Ambient, Direct marketing
Market United States
Agency Commonwealth/McCann Detroit
Creative Director Chris Halas, Matt Zelley
Art Director Laura Pewinski, Ethan Skelton, Tiffany Wisnieski
Senior Art Director Chris Everhart, Jessie Gontko
Copywriter Kate Dryden, Leah Kane
Junior Copywriter Madeline Schafer, Erika DeVriendy
Released September 2018

Credits & Description

BRAND: CHEVROLET / GM
Global Chief Marketing Officer: Tim Mahoney
Director Chevrolet Global Marketing: Richard Choi

AGENCY: COMMONWEALTH MCCANN
Deputy, Global CCO: Greg Braun & Matt Canzano
Global Director of Strategy and Research: Ash Farr
Managing Director Global Resource Center: Krysty Sagnia
Global Director of Content: Jeff Beverly
Global Innovation Director: Elav Horwitz
Creative Director: Matt Zelley, Chris Halas
Sr. Art Director: Chris Everhart, Jessie Gontko
Art Director: Laura Pewinski, Ethan Skelton, Tiffany Wisnieski
Copywriter: Leah Kane, Kate Dryden
Jr. Copywriter: Madeline Schafer, Erika DeVriendy
Executive Interactive Producer: Noah Schusterbauer
Global Content Studio Producer: Alfred Tomaszewski
Producer: Johanna Scarlet
Global Content Studio Maker: Chapin White, Falan Faquay
VP, Global Strategy Director: Diana Ceausu
Global Strategy Director: Iris Coldibelli
Sr. Global Strategist: Anu Reddy
Content Strategist CGCS: Kyle Stuef
Account Director CGCS: Sanziana Fanica
Senior Project Manager CGCS: Jessica Melnik
Design Support: James Adame, Rebecca O’Brien, James O’Briant
Published: September 2018
Synopsis:
Distracted Driving School Social Experiment.
Chevrolet Launches Call Me Out App – Designed to save lives by curbing distracted driving
More than one million people die in road crashes every year — and distracted driving is a major risk factor. Since the advent of the smartphone, awareness campaign after awareness campaign has tried to cajole, convince and scare drivers (especially young drivers) into keeping their hands on the wheel and their eyes off the screen.
There’s just one problem: Awareness campaigns don’t work.
According to study conducted by Research Now, 84 percent of people admit that distracted driving while handling a phone is dangerous, yet a staggering 90 percent admit to doing it anyway. It’s going to take a cultural shift to change how people think and act about distracted driving. And Commonwealth//McCann is helping Chevrolet make it happen with Call Me Out, an app designed to remind drivers to ditch the distractions by combining the extremely influential forces of technology and personal relationships.
Chevrolet saw an opportunity to leverage the influence of peer pressure to incite a positive behavioral change. Knowing the key was to reach young people, the agency launched a hack-a-thon, where teams of young people were challenged to develop a personalized solution to reduce distracted driving. After Call Me Out was decided on as the winning idea and built by the GM IT team, Chevrolet partnered with students at Wayne State University in Detroit to test the app’s effectiveness and to see how well it worked at leveraging the positive influence of peer pressure.
With Call Me Out, users are encouraged to invite friends and family to “call them out” and record a positive message to remind one other to pay attention to the road. The app uses the phone’s accelerometer and GPS to detect when the phone is physically picked up while traveling at speeds above 5 mph and plays recorded, personalized messages from friends and family reminding drivers to put their phones down. The app also includes gamification, featuring a scoreboard and rankings. The less a phone is handled while driving, the higher the score on the leaderboard.
Call Me Out is available exclusively for Android users and can be downloaded for free from the Google Play store. The app is being promoted with a new website, a robust social campaign and a thought-provoking social experiment: “Distracted Driving School.” In a series of videos that will be leveraged on the College Network and through paid social channels (Facebook, Instagram and Twitter), an actor posing as a Distracted Driving School representative tries to get students to enroll … with a hidden camera capturing the honest, confused and quizzical reactions from participants and passers-by.
Developed and conceived in conjunction with Commonwealth//McCann, Chevrolet’s Call Me Out program will continue the conversation with additional work including influencer-led content featuring stories and demos, profile pic frames for Facebook and Instagram, radio spots on Spotify featuring true stories of distracted driving, wild postings around college cities and other areas with a high population of young drivers, parking garage takeovers and much more.