Advertiser: MEXICAN RED CROSS
Agency: DRAFTFCB MEXICO
Category: Mobile Marketing
Advertising campaign: SPEED TEXTING
Executive Creative Director: Ariel Senzacqua (Draftfcb)
Producer: Dolores Muro De Nadal (Draftfcb)
Director: Hector Ruiz (MCO)
Audio Engineer: Aldo Arechar (MCO)
Creative Vice President: Ignacio Zuccarino (Draftfcb)
Illustrator: Francisco Concha Larrauri (Freelance)
Senior Copywriter: Abraham Esli (Draftfcb)
Executive Producer: Claudia Dominguez (Organika)
Executive Creative Director: Dora Barcenas (Draftfcb)
Creative Director: Federico Macko (Draftfcb)
Executive Producer: Jesus Rodriguez (Must Mobile)
Senior Art Director: Rafael Betancourt (Draftfcb)
Executive Producer: Rafael Perez Toribio (MCO)
Head Of Art: Edgar Rodriguez (Draftfcb)
Creative Director: Miguel Brito (Draftfcb)
Client Brief Or Objective
Target Audience: New Customers.Strategy: through history, car accident provoked by drunk driving are the #1 cause of automotive deaths in Mexico.But after 9 years of continuous effort through the Drive Without Alcohol program, these deaths have decreased by 40% overall.However, car accidents caused by the use of cell phones are rapidly increasing.Texting steals between 3 to 5 seconds of the drivers’ attention. And that means driving 50 to 70 meters with their eyes closed.Our strategy was to raise awareness about responsible use of cell phones while driving.
Outcome
The app has just been launched.
Execution
Strength: knowing the speed your friends are driving while responding a message is a powerful way to convince you to protect them not sending any other message until you are sure he left the car.It is most appropriate to the brand because the Mexican Red Cross is starting to work on prevention.
Implementation
We created an app: Speed Texting.It prevents the use of cell phones while driving.How does it work?Download the application and invite your friends to download it too.The app, through the use of a GPS and an Accelerometer, detects the speed your friends are driving, while they are responding to a text message.If the speed is over 20 km/hr, then “Speed Texting” warns you with a notification.“Ignacio responded to your SMS at 85 km/h. Don’t text him anymore until you're your friend is out of the car. Mexican Red Cross”