WATCH OUT! – THE MOBILE INITIATIVE TO KEEP KIDS SAFE IN TRAFFIC.
| Title | WATCH OUT! – THE MOBILE INITIATIVE TO KEEP KIDS SAFE IN TRAFFIC. |
| Brand | O2 |
| Product/Service | WATCH OUT! |
| Category |
B02. Use of Mobile Devices |
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Entrant Company
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SERVICEPLAN Munich, GERMANY
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Advertising Agency
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SERVICEPLAN Munich, GERMANY
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Advertising Agency 2
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PLAN.NET Munich, GERMANY
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Media Agency
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MEDIAPLUS Munich, GERMANY
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Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Cornelia Blasy-steiner |
Plan.net |
Executive Creative Director |
| Markus Maczey |
Plan.net |
Executive Creative Director |
| Axel Thomsen |
Plan.net |
Executive Creative Director |
| Bernd Nagenrauft |
Plan.net |
Creative Director |
| Michael Reill |
Plan.net |
Creative Director |
| Alexander Nagel |
Plan.net |
Creative Director/Copywriter |
| Matthijs Mejan |
Plan.net |
Art Director |
| Rolf Eggers |
Plan.net |
Art Director |
| Carsten Rossetti |
Plan.net |
Account Supervisor |
| Boris Woehlecke |
Serviceplan |
Account Supervisor |
| Christiane Broch |
Plan.net |
Account Supervisor |
| Nadège Jaussi |
Plan.net |
Account Supervisor |
| Kevin Wiekowski |
Plan.net |
Graphic Designer |
| Nicole Ostermeier |
Giesing Team |
Disposition/Produceri |
Brief Explanation
Watch Out! is the first national mobile initiative to keep distracted kids safe in traffic.
The initiative uses beacon transmitters in a completely new way, which can save lives: it stops kids in traffic from being distracted by their smartphones.
Once the app is installed, distracted kids are warned at dangerous locations like traffic lights: their devices receive a signal from a beacon transmitter nearby. A warning screen appears and all smartphone activities like gaming, writing or reading are immediately blocked. As a result the kid’s attention is fully brought back to traffic.
Results and Effectiveness
So far almost 6.500 push notifications were sent by the Watch Out! mobile app to smartphones of distracted kids and teenagers.
Creative Execution
Over 7 million parents were reached with the help of an online display campaign on relevant websites. Additionally parents learn more about the initiative and also mark dangerous traffic lights on a website, where parents also could find the appropriate app.
Insights, Strategy and the Idea
Kids and teenagers in traffic who are distracted by their smartphones are the main target group. Another target group are their parents who could download the necessary mobile app onto the smartphone of their kids. For this purpose a digital campaign generated widespread awareness. The initiative approaches all kind of younger smartphone owners, not only o2 customers. As a side effect, parents remember o2 not only as Germany’s biggest telco, but also as a responsible one – when thinking about a new smartphone contract for their children.