Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: DAFRA
Product/Service: DRIVING SCHOOL
Agency: TALENT
General Media Director: Paulo Sthepan (Talent)
Media Director: Renata Giovannetti (Talent)
Media Supervisor: Greice Bastos (Talent)
Media Assistent: Rivalayne Almeida (Talent)
Account Director: Marcel Bonzo (Talent)
Account Supervisor: Leonardo Abucham (Talent)
Interactive Director: Claudia Quintas (Talent)
Interactive Supervisor: Pedro Laguardia (Talent)
Digital Creative: Edoardo Vilhena (Talent)
Digital Creative: Mauricio Zabotto (Talent)
Media placement: TV CAMPAING - REDETV - 31/07/2011
Insights, Strategy & the Idea
In the last 5 years the number of motorcycles in Brazil increased by 105%.
They only represent 12% of all vehicles, but they represent 60% of all fatal accidents.
And 75% of injured drivers did not attend driving school.
Dafra wanted to help change this reality. But how will they do this?
Creative Execution
Knowing that 65% of these drivers are men from classes B and C, we began a multi-platform content project that was absolutely differentiated.
We summoned 3 beautiful and famous women, presenters of the most well-known young show on Brazilian TV, Pânico, and we developed a reality show on TV and the internet where we accompanied the 3 girls throughout theoretical and practical classes where they worked to get their motorcycle driving license.
We had 20 episodes about traffic education and motorcycle safety, where they all experienced driving responsibly.
We even teased the consumer with the chance of riding together with the beautiful girls (this is for sure, a dream for any driver).
Results and Effectiveness
Success was immediate: more than 3,000 signed on the first day alone.
Spontaneous media spoke of nothing else.
We generated the attention of authorities and public actions about traffic safety.
This resulted in over 37 million people impacted, who realised the importance of the subject and perceived Dafra as a responsible and acting brand.
More than 25,000 signed up for a chance to ride with our models, and a 150% increase in entries in driving schools.
Comparing the month of January 2012 against 2011, there were 7% less accidents.