| D&AD Awards, 2016 | ||
|---|---|---|
| Media | Use of Radio & Audio | Wood Pencil |
| Dubai Lynx, 2016 | ||
| Direct | DIRECT: PRODUCT/SERVICE: CHARITIES, PUBLIC HEALTH, SAFETY & AWARENESS MESSAGES | SILVER |
| Direct | DIRECT: USE OF DIRECT MARKETING: USE OF DIGITAL MEDIA IN A DIRECT MARKETING CAMPAIGN | BRONZE |
| Promo & Activation | PROMO & ACTIVATION: PRODUCT/SERVICE: CHARITIES, PUBLIC HEALTH, SAFETY & AWARENESS MESSAGES | BRONZE |
| One Show, 2016 | ||
| Radio | Innovation - Innovation in Radio / Innovation in Radio | Silver Pencil |
| The Loeries Awards 2016 | ||
| EFFECTIVE CREATIVITY | - | Bronze |
| Ad Stars 2016 | ||
| Direct | Product & Service: Corporate /Institution | Crystal |
| Direct | Use of direct marketing: Ambient media e.g. premiums, giveaways, print collateral, direct response stunts, street teams, direct response events, ambient media which encourage direct interaction | Crystal |
| Promotion | Use of Promo & Activation: Use of broadcast in a promotional campaign e.g. cinema, Tv and radio | Crystal |
| Mena Effie Awards 2015 | ||
| Single Media Company Activation | Single Media Company Activation | Gold |
| Travel, Tourism and Transportation | Travel, Tourism and Transportation | Gold |
CLIENT ROADS AND TRANSPORT AUTHORITY
PRODUCT PUBLIC TRANSPORT
ENTRANT MEMAC OGILVY DUBAI, UNITED ARAB EMIRATES
TYPE OF ENTRY DIRECT: PRODUCT/SERVICE
CATEGORY CHARITIES, PUBLIC HEALTH, SAFETY & AWARENESS MESSAGES
TITLE BACK OFF RADIO
PRODUCT/SERVICE PUBLIC TRANSPORT
ENTRANT COMPANY MEMAC OGILVY DUBAI, UNITED ARAB EMIRATES
ADVERTISING AGENCY MEMAC OGILVY DUBAI, UNITED ARAB EMIRATES
ADVERTISING AGENCY 2 GEOMETRY GLOBAL DUBAI, UNITED ARAB EMIRATES
PRODUCTION COMPANY MAGNET DUBAI, UNITED ARAB EMIRATES
LOGAN ALLANSON GEOMETRY GLOBAL DUBAI CREATIVE DIRECTOR
MICHAEL WIDGERY/LOGAN ALLANSON GEOMETRY GLOBAL DUBAI ART DIRECTOR
MICHAEL WIDGERY/LOGAN ALLANSON GEOMETRY GLOBAL DUBAI COPYWRITER
VIKO FERRARI GEOMETRY GLOBAL DUBAI DESIGNER
MUHAMMED OMER GEOMETRY GLOBAL DUBAI DESIGNER
NICK WALSH GEOMETRY GLOBAL DUBAI GENERAL MANAGER
KATE BEVAN GEOMETRY GLOBAL DUBAI CLIENT SERVICES
SAMI MOUTRAN OGILVYPR PUBLIC RELATIONS TEAM
SOPHIE WORDLEY OGILVYPR PUBLIC RELATIONS TEAM
DR. YOUSIF AL ALI ROADS AND TRANSPORT AUTHORITY CHIEF EXECUTIVE OFFICER
MAHMOUD AL RASHEED ARABIAN RADIO NETWORK GENERAL MANAGER
LUKE MORRIS ALCHEMY FILMS GENERAL MANAGER
ERIN GILCHRIST ALCHEMY FILMS PRODUCER
JUAN CERNADAS ALCHEMY FILMS DIRECTOR OF PHOTOGRAPHY
GHASSAN NAJI ALCHEMY FILMS GRAPHICS
PAUL EMOS MOUSE MEDIA TECHNICAL DIRECTOR
SOUHEIL ZAHREDDINE FREELANCE EDITOR
ZAINAB M. ALKASSAB DUBAI TAXI CORPORATION MARKETING AND SALES MANAGER
RALPH VAN DIJK EARDRUM DIRECTOR
Back Off Radio' is a road safety campaign aimed at reducing tailgating accidents by targeting motorists directly at the time when they're committing the offense. As soon as a car starts tailgating by breaching the safety zone of the car in front, the driver of the offending vehicle receives a message directly through their cars audio system. Back Off Radio is a device fitted to the RTA Taxi fleet. Sensors mounted to the front and rear bumper are triggered when either the taxi or motorist drive to close to the car in front. This direct message is triggered when it is needed most and does not stop until the offending car increases the gap between the car in front of them.
Creative Execution
We installed devices across the RTA's franchised taxi fleet, by partnering with the regions largest radio network, ARN we managed to get access to multiple channels targeting the broad demographic of the UAE from Westerners, Arabs and Asians alike. The campaign targeted drivers at the precise moment when they were causing the offence delivering our message when it was needed most. The campaign is ongoing and plans are being made to role the device out to public buses and school transport, which is all under the regulation of the Roads and Transport Authority.
Results
The campaign not only raised awareness of the problem, it has actually started to change the behavior of taxi drivers and motorists across the Country. Taxi driver tailgating incidents fell from an average of 264 to 62 per day, resulting in a 426% reduction in tailgating occurrences. Recorded public motorist tailgating incidents fell from an average of 58 per day to 16, resulting in a 363% reduction in tailgating occurrences. Back off radio has successfully delivered 32 440 warning messages to date. This has lead to an overall reduction of tailgating related accidents of 14.8% in the first quarter of 2015. The story quickly spread and was a major talking point across all mediums – radio, news sites, motoring publications and major news channels. Creating 416 million media impressions generating over $1million of earned media spend.