People in Russia talk and text on phones while driving. Every Radio station has a call-in show where listeners are calling to win presents or just to say hi. Driving while talking on cell phones increases risk of crashes fourfold. SM Polis Insurance is fighting against this dangerous habit with live radio broadcast of “car crashes”. Together with a popular call-in radio show we demonstrated what can happen if you use a phone while driving.
18 radio stations refused to join the action; they only cared about ratings and public image. So we had just one: Novoe Radio. Together with a popular call-in radio show we demonstrated what can happen if you use a phone while driving. When a presenter was getting a call from someone who was driving at the moment, he immediately disconnected the call and put on air the sounds of a car crash. After a moment of scary silence the presenter revealed it was not a real crash and explained the danger of using phones while driving.
Поставленная задача и ее решение
Goal of the advertising campaign - the brand wanted to change the behavioral patterns and combine a brand awareness campaign with a safety awareness campaign.
To increase brand awareness by demonstrating real concern for people's safety. Insight is - The clients of SM Polis Insurance also suffer from the habit of calling and writing on the phone while driving, so the brand wanted to change the behavioral patterns. Сonsumer insight - I am responsible for my safety, but I am taken care of SM Polis.
Достигнутые цели и KPI по итогам запуска
The first results came just in a couple of days. We were getting less and less calls from the drivers.
The story was featured in media. After more than 70 publications the other radio stations changed their mind and joined the action to protect their listeners. They announced their decision not only on air, but also in social media and on their web sites. With thousands of media mentions, the audience reach exceeded the population of the city.
But most importantly - people are now stopping to make a call to the show.
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