Category: Automotive
Client: Ford Italia
Media: case video
Agency: GTB Roma
Managing Director: Sergio Baratelli
Executive Creative Director: Federico Russo
Art Director: Stefania Esposito
Copywriter: Elisabetta D’Alessandro, Roberto Ottolino
Social Media Director: Danielantonio Di Palma
Social Media Manager: Claudia Spaziano
Client Service Director: Andrea Manfredonia
Business Director: Chiara Di Loreto
Media Client Service Director: Luigi Sorrentino
Media Digital Supervisor: Laura Arena
Senior Digital Planner: Claudia Andreassi
Junior Digital Planner: Federica Marchetti
Head of Production: Mara Bruschetti
Production Manager: Massimo Candidi
Description:
GTB Rome, the WPP agency fully dedicated to the Ford Italia client, has for years extensively worked to communicate the principle of responsible driving. This process started in 2015, particularly covering the subject of the dangers of using a smartphone while driving. 3 out of 4 car accidents in Italy are caused by the use of an electronic device while driving. Young drivers between 18 and 29 years old are the most vulnerable victims of this misbehave. This easily explains why they became the main target of our driving responsibly campaigns. Yet, it is very difficult to communicate to such a young target. And it is especially difficult to convince them to leave their smartphone alone. This is why Ford of Italy and GTB Rome have concentrated their efforts on a campaign that mainly works on social networks.