Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: VODAFONE INDIA
Product/Service: VODAFONE
Media Agency: MAXUS, Mumbai, INDIA
Head Of Digital: Unny Radhakrishnan (Maxus)
General Manager: Vidyadhar Kale (Maxus)
Senior Business Director: Vishal Jacob (Maxus)
Business Group Head: Peter Nadar (Maxus)
Business Group Head/Creative: Anthony Pereira (Maxus)
Business Manager: Lavita Vaikul (Maxus)
Media placement: Digital Campaign - Ibibo Ad Network - 16 November 2011
Insights, Strategy & the Idea
Communication objective: India suffers the highest number of annual fatal road accidents in the world. Safety studies indicate that that driving while on the phone was one of the leading causes of road accidents. Therefore, Vodafone launched a campaign with an objective of getting a minimum of 30,000 people pledging to the cause of responsible mobility – not use the phone while driving.
The Insight: A response test with survivors of a road accident; indicated that users who were involved in a road accident before had become extra cautious to avoid similar situations, post their experience.
This gave us a key insight that – “Experience is the best teacher”.
The Idea: This insight inspired us to create a virtual simulation of a road accident and make web users feel responsible for the accident.
Creative Execution
We created a ‘lost driver’ and put him in a video banner on Ibibo – India’s largest social gaming platform. We then invited people to phone our ‘lost driver’ to give him directions by dialling a free phone number. Once the User dialed the free phone number a real-time call got connected with the driver through Interactive Voice Response (IVR) which gave a feel of a real conversation. As the call progressed the driver appears to crash the car which ends the call. After making the users responsible for the terrible consequence that occurred, we invited them to pledge to use their phones responsibly.
For the first time, technology was used to integrate web and mobile in manner that would help amplify the key message that deadly consequences could arise by driving while on phone.
Results and Effectiveness
12,530 calls on the first day with an interaction rate of 6.4%. This was a 100% more than what we had estimated and 3 times more than any CSR activity on the web in India.
More than 110,000 people made the pledge, an 89% conversion rate, well above the 30,000 number we estimated initially.
A bonus of 1.5 million exposures for no additional cost simply because of the nature of the campaign and the response it garnered.