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With a high number of accidents related to talking on the phone with driving (especially via text message), our client was inclined to do something that could bring these numbers down. Because it is a car brand, it was a good theme and in a certain way they felt a bit of responsibility to act to get the numbers down.
Our greatest challenge was to do something out of the ordinary. It wasn’t just to show strong images of accidents and their consequences, but call attention to the problem of deaths related to the topic.How to connect death to text messages without showing blood or shattered windshields? How to transform a simple, inoffensive text message into something related to the danger of death? Our solution was to synthesize the two main icons of “Don’t text and drive” (death, and texting) in a unique, visceral font, striking enough to garner attention in the blink of an eye.
The campaign was launched at Mitsubishi dealerships, making an especially large impact on consumers of that brand. During the period, there were registered 28% less serious accidents and 53% less accidents with the brand – data collected at Mitsubishi dealerships around Brazil.