Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: ROADS AND TRANSPORT DUBAI
Product/Service: ROAD SAFETY
Agency: SAATCHI & SAATCHI
Executive Creative Director: Sion Scott-Wilson (Saatchi & Saatchi)
Creative Director: Neil Walker-Wells (Saatchi & Saatchi)
Copywriter: Neil Walker-Wells (Saatchi & Saatchi)
Art Director: Carl Lundqvist (Saatchi & Saatchi)
Account Supervisor: Hema Patel (Saatchi & Saatchi)
Media placement: Toy Cars - Emarat Petrol Stations Around Dubai - 9 February 2012
Describe the objective of the promotion.
The brief was to cut down the number of children involved in fatal crashes on roads in the UAE. The target audience was drivers with children loose in the car.
Describe how the promotion developed from concept to implementation.
Given our target market and brief we only handed out destroyed toy cars to drivers at petrol stations who had unbuckled kids in their vehicle. Petrol stations were chosen as they are the perfect place to change behaviour, when the car is stopped and we can locate and advise irresponsible parents. Roughly 80% of recipients buckled their kids up on the spot.
Explain why the method of promotion was most relevant to the product or service.
Kids love toys, parents need to realise how serious seatbelts are. Therefore the creative was
perfect, attention-grabbing for the kid and hard-hitting for the parents.
Obviously it's a highly appropriate campaign for the Road Transport Authority.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Roughly 80% of recipients buckled their kids up on the spot.