Advertiser: PETROBRAS
Agency: HEADS PROPAGANDA
Category: Mobile Marketing
Advertising campaign: VIRTUAL CRASH
Director: Marcelo Pereira (Versuti)
Media Supervisor: Marilene Fernandes (Heads)
Art Director: Fernando Maciel (Heads)
Copywriter: Gabriel Lepesteur (Heads)
Graphic Designer: Gui Christ (Manipula)
Sound Effects: Lucas Duque (Sonido)
Director: Claudio Reston (Visorama)
Creative Director: Flávio Medeiros (Heads)
Account Supervisor: Letícia Machado (Heads)
Director: Samanta Martins (Visorama)
Implementation
The campaign’s goal was to enlighten young drivers to drive safely, without putting people’s lives in danger. Considering that, Petrobras chose cell phone usage while driving as the main subject of the message. To make the campaign a big hit among young people, online and mobile media were chosen, for having great coverage and relevance to the target public. Seeking for higher interactivity with this public, we created a racing game for cell phones. Through this app we were able to create interaction between the player and the message, besides suggesting that it should be shared on different social networks.
Outcome
The disclosure investments were made only via internet, through the main social networks, the client’s fan page and app stores. Using just this media, we got over 16,000 downloads after only one week of availability and a high number of shares on the main social networks. The app is still available online so that other people can help enlighten drivers to reduce the number of car crashes in the country.
Execution
Petrobras, the country’s biggest fuel company, has a commitment to Brazilians. That’s why it created a campaign exclusively on digital media, considering its total attachment to the target public, formed by heavy users of the media. The app - Petrobras Racing – simulated a typical smartphone racing game.After starting the game, a fake incoming call appeared on the screen. When trying to take the call, the player watched the car crashing. At that moment our concept was revealed: Using your cell phone while driving can cause accidents. Drive safely.
Client Brief Or Objective
Over 42,000 people die in car crashes every year in Brasil, 28% from using cell phones while driving. These facts lead Petrobras, the country’s biggest oil and gas company, to give an educational message to young drivers as a priority and to alert them to the need to drive safely. Thus, a bond of trust and partnership was created between the brand and the target public.