La Voz Del Interior Newspaper: Life Signs [video]

Credits & Description:

Advertiser: LA VOZ
Agency: OGILVY & MATHER ARGENTINA
Category: Best Use of Ambient Media: Large Scale
Advertising campaign: LIFE SIGNS
Edition: Alejandro Sorín (Parson)
Copywriter: Damián Martinez (Ogilvy & Mather Argentina)
Executive Creative Director: Javier Mentasti (Ogilvy & Mather Argentina)
Head Of Art: Diego Grandi (Ogilvy & Mather Argentina)
Account Director: Diego Stephani (Ogilvy & Mather Argentina)
Director: Esteban Bono (La Jirafa Digital)
Agency Producers: Gastón Sueiro (Parson)
Copywriter: Rodrigo Grecco (Ogilvy & Mather Argentina)
Art Director: Tomás Lavagno (Ogilvy & Mather Argentina)
Chief Executive Producer: Valeria Pinto (Parson)
Copywriter: Tomás Duhalde (Ogilvy & Mather Argentina)
Agency Producers: Federico Faralla (Parson)
Art Director: Nicolás Smith (Ogilvy & Mather Argentina)
Executive Producer: Rodrigo Acosta (La Jirafa Digital)
Executive Creative Director: Maximiliano Maddalena (Ogilvy & Mather Argentina)
Executive Account: Nadia Vlexir (Ogilvy & Mather Argentina)
Edition: Patricio Gomez Llambí (Parson)
Producer: Simón Muzart (La Jirafa Digital)
Strategy
Car accidents are the number one cause of death in the entire province of Córdoba, Argentina. Traffic signs are there, but people don’t seem to notice them. They don’t take either them seriously, nor the risk they run.La Voz del Interior is the main and most popular newspaper of Córdoba. Their aim was to help the cause through the strategy of preventing bad news. And the target was everybody that drives across Cordoba.That’s why we created LIFE SIGNS, the first traffic signs made out of real crashed cars.Crashed cars cause a very strong visual impact and make people think they’d never ever want to be in a car accident. And that was the key for the success of the campaign.
Execution
On main highways and using the structure of ordinary signs, our media team placed real crashed cars instead, in order to generate awareness and impact. Each car represented a different traffic sign. There were crashed cars for speeding, others for the use of seat belts and also for responsible drinking.First we went to the biggest junkyard in Córdoba and selected the crashed cars that could better work as signs. Then we applied graphics with official traffic signs. Finally we installed them on the main highways, placing them in the structures where ordinary signs were expected.
Effectiveness
There was an immediate buzz in other media, as well as shocking results in violation rates:- Penalties for speeding violations went down -40% on Highway Córdoba - Rosario.- Penalties for drinking and driving down -50% on Highway Córdoba / Carlos Paz with 0 fatal accidents during the holiday season.- All violations decreased by 25% on Interstate Highway 36, the busiest of the area.- Neighbour provinces Salta and Santa Fe joined the program.The newspaper’s message “Let’s prevent bad news” was spread and the brand was perceived as if it cares for the community where it belongs.