| Clio Awards 2015 | ||
|---|---|---|
| Audio | Public Service: Radio | Silver |
| Audio Technique | Technique: Other | Silver |
| D&AD Awards, 2016 | ||
| Media | Use of Radio & Audio | Wood Pencil |
| Dubai Lynx, 2016 | ||
| Radio | CRAFT: RADIO AS A MEDIUM | GOLD |
Client: Road and Transport Authority
Entrant Company: Geometry Global, Dubai
Year: 2015
Entry Type: Public Service
Agency: Memac Ogilvy, Dubai
Production Company: Alchemy Films, Dubai
Sound Design Company: Eardrum, Pyrmont
Executive Creative Director: Ben Knight Geometry Global Dubai, Dubai
Associate Creative Director: Logan Allanson Geometry Global Dubai, Dubai
Art Director: Michael Widgery Geometry Global Dubai, Dubai
Art Director: Logan Allanson Geometry Global Dubai, Dubai
Copywriter: Michael Widgery Geometry Global DubaiGeometry Global Dubai, Dubai
Copywriter: Logan Allanson Geometry Global DubaiGeometry Global Dubai, Dubai
Designer: Viko Ferrari Geometry Global DubaiGeometry Global Dubai, Dubai
Designer: Muhammed Omer Geometry Global DubaiGeometry Global Dubai, Dubai
General Manager: Nick Walsh Geometry Global DubaiGeometry Global Dubai, Dubai
Client Services: Kate Bevan Geometry Global DubaiGeometry Global Dubai, Dubai
Public Relations Team: Sami Moutran Geometry Global DubaiGeometry Global Dubai, Dubai
Public Relations Team: Sophie Wordley Geometry Global DubaiGeometry Global Dubai, Dubai
CEO: Dr. Yousif Al Ali Roads and Transport Authority, Dubai
General Manager: Mahmoud Al Rasheed Arabian Radio Network, Dubai
General Manager: Luke Morris Alchemy Films, Dubai
Producer: Erin Gilchrist Alchemy Films, Dubai
Director of Photography: Juan Cernadas Alchemy Films, Dubai
Graphics: Ghassan Naji Alchemy Films, Dubai
Editor: Juan Cernadas Freelance, Dubai
Editor: Souheil Zahreddine Freelance, Dubai
Marketing and Sales Manager: Zainab M. AlKassab Dubai Taxi Corporation, Dubai
Director: Ralph van Dijk Eardrum, Australia
Production Engineer: Paul Emous Mouse Media, Dubai
Back Off Radio' is a road safety campaign aimed at reducing tailgating accidents by targeting motorists directly at the time when they're committing the offense. As soon as a car starts tailgating by breaching the safety zone of the car in front, the driver of the offending vehicle receives a message directly through their cars audio system. Back Off Radio is a device fitted to the RTA Taxi fleet. Sensors mounted to the front and rear bumper are triggered when either the taxi or motorist drive to close to the car in front. This direct message is triggered when it is needed most and does not stop until the offending car increases the gap between the car in front of them.
Creative Execution
We installed devices across the RTA's franchised taxi fleet, by partnering with the regions largest radio network, ARN we managed to get access to multiple channels targeting the broad demographic of the UAE from Westerners, Arabs and Asians alike. The campaign targeted drivers at the precise moment when they were causing the offence delivering our message when it was needed most. The campaign is ongoing and plans are being made to role the device out to public buses and school transport, which is all under the regulation of the Roads and Transport Authority.
Results
The campaign not only raised awareness of the problem, it has actually started to change the behavior of taxi drivers and motorists across the Country. Taxi driver tailgating incidents fell from an average of 264 to 62 per day, resulting in a 426% reduction in tailgating occurrences. Recorded public motorist tailgating incidents fell from an average of 58 per day to 16, resulting in a 363% reduction in tailgating occurrences. Back off radio has successfully delivered 32 440 warning messages to date. This has lead to an overall reduction of tailgating related accidents of 14.8% in the first quarter of 2015. The story quickly spread and was a major talking point across all mediums – radio, news sites, motoring publications and major news channels. Creating 416 million media impressions generating over $1million of earned media spend.