| Title | STREET VIEW TEST |
| Brand | THE AUTOMOBILE CLUB OF ROMANIA |
| Product/Service | DRIVING SCHOOL |
| Category |
B01. Use of Digital Marketing |
|
Entrant Company
|
PUBLICIS ROMANIA Bucharest, ROMANIA
|
|
Advertising Agency
|
PUBLICIS ROMANIA Bucharest, ROMANIA
|
Credits
| Jorg Riommi |
Publicis Romania |
Chief Creative Officer |
| Dan Frinculescu |
Publicis Romania |
Creative Director |
| Miruna Macri |
Publicis Romania |
Art Director |
| Ada Musat |
Publicis Romania |
Copywriter |
| Dan Frinculescu |
Publicis Romania |
Copywriter |
| Calin Buzea |
Publicis Romania |
Head of Digital |
| Tiberiu Bucovei |
Publicis Romania |
Web Developer |
| Constantin Bunica |
Publicis Romania |
Web Developer |
| Cezar Paraschiv |
Publicis Romania |
Digital Planner |
| Alexandra Murray |
Publicis Romania |
Client Service Director |
| Oana Popescu |
Publicis Romania |
Account Manager |
| Andreea Grigorean |
Publicis Romania |
PR Officer |
| Ioana Moasa |
Publicis Romania |
Jr. PR Officer |
| Raluca Iacob |
Publicis Romania |
Contributor |
| Mihai Costache |
Publicis Romania |
Contributor |
| Marius Tudor |
Publicis Romania |
Contributor |
Brief Explanation
Street View Test is a one-to-one platform, which has two purposes. One is getting young people to test the new method and attract them to the ACR school. The second is to work as a more relevant and engaging preparation tool for the existing driving school students.
As opposed to the traditional illustrated driving questionnaires, the Street View Test platform involves the target audience (driving schools prospects or students), by helping them learn traffic rules directly on real life scenarios picked from Google Street View. On the actual city streets they are going to drive on once they get their license.
Creative Execution
The website, which is an ongoing driving method resource, works both as an innovative teaching tool for Automobile Club of Romania’s driving school and a continuous communication platform for their main goal: attracting new students and producing more and better drivers for Romania’s streets.
Results
Results to date:
The idea caught large public attention on prime time TV, national and international media: 1.860 media placements + coverage on 7 main TV Romanian stations.
Over 100k tests solved
7:26 average minutes spent on the website
25% more students enlisted to ACR driving schools
37% more ACR students passed the driving theory exam from first attempt.
In plan to be implemented as official method in Romanian driving schools.
Picked by the Federation Internationale d'Automobile, in plan to be implemented in other countries.
Google Creative Sandbox official pick.
Media and driving school students unanimously declared Street View Tests as “better, more relevant than those used by the Police”.