| Title | A SIRIOUS SAFETY MESSAGE |
| Brand | TOYOTA MOTOR EUROPE |
| Product/Service | TOYOTA SAFETY |
| Category |
B02. Use of Mobile Devices |
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Entrant Company
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SAATCHI & SAATCHI Stockholm, SWEDEN
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Advertising Agency
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SAATCHI & SAATCHI Stockholm, SWEDEN
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Advertising Agency 2
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SAATCHI & SAATCHI Copenhagen, DENMARK
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Media Agency
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MAXUS GLOBAL Stockholm, SWEDEN
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Production Company
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B-REEL Stockholm, SWEDEN
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Credits
| Jason Mendes |
Saatchi/Saatchi |
Nordic ECD |
| Gustav Egerstedt |
Saatchi/Saatchi |
ECD |
| Regner Lotz |
Saatchi/Saatchi |
Creative Director |
| Rene Schultz |
Saatchi/Saatchi |
Creative |
| Casper Christensen |
Saatchi/Saatchi |
Creative |
| Annette Pilgaard |
Saatchi/Saatchi |
Business Director |
| Charlotta Tibbelin |
Saatchi/Saatchi |
Account Manager |
| Diana Wellendorf |
Saatchi/Saatchi |
Account Manager |
| Patrik Gyllström |
B-reel |
Director/Editor |
| Rikard Åström |
B-reel |
Executive Producer |
| Cathrin Holmqvist |
B-reel |
Producer |
| Jacob Norremark |
Saatchi/Saatchi |
Assistant Copywriter |
| Stefan Arnoldus |
Saatchi/Saatchi |
Assistant Art Director |
Brief Explanation
As part of their commitment to road safety, Toyota wanted to make a statement and tackle the increasing problem of mobile phone use while driving. Fact is, 25% percent of road accidents around the world are caused by improper mobile phone use. Governments, journalists and ad agencies all have tried for years to discourage drivers from using the phone but a ping of a txt message or push notification while in the car is too tempting for some - so instead of reminding people to stop using their phones in cars, we by passed them and went straight to their phone.
Results and Effectiveness
On social media people said they would be pissed if their phone was turned off without being asked and questioned, if turning the phone back on would cause an accident - while many others (among them, car crash victims) then responded stating that they completely missed the point and supported the idea pointing out it wasn't a problem with the ad but in fact the people who continuously ignore messages like this and use their phones dangerously.
15 million media impressions.
1.1 million Euro in Earned Media.
Budget of only 250 Euro. Not a single cent spent on seeding.
Creative Execution
The internal media team implemented the creative idea by simply buying 2 radio spots in rush hour traffic to capture the widest number of drivers. This was co-ordinated in two countries (Denmark and Sweden) to run at the same time. And the media agency also mentioned, to gain further reach it would be wise to do a case video. Then they released the film on Youtube and sent it to a dozen industry publications hoping they would pick up on the story and that it would then spread further. Which it did. More than we ever expected.
Insights, Strategy and the Idea
Target audience: anyone driving their car and using their phone in the wrong way. Android and Apple recently introduced a feature where you can talk to your phone without touching it. In Apple’s case, when you activate “Hey Siri” in your settings, and have your phone plugged in (which most drivers do when they get into the car) you can talk to the phone by simply saying “Hey Siri”. So we got a radio ad to talk to and interact with mobile phones in cars and turn phones to Airplane Mode. By selecting air time in rush hour traffic to target the highest number of drivers.