| Title | MISSED SIGNS |
| Brand | DOGUS OTOMOTIV |
| Product/Service | TRAFFIC IS LIFE |
| Category |
A05. Use of Ambient Media: Small Scale |
|
Entrant Company
|
McCANN ISTANBUL, TURKEY
|
|
Advertising Agency
|
McCANN ISTANBUL, TURKEY
|
Credits
| Ugur Cakir |
Chief Creative Officer - Managing Partner |
| Taygun Dombekcioglu |
Creative Director |
| Anet Tokatlioglu |
Deputy Managing Director |
| Sebnem Turgut |
Group Account Director |
| Bengu Bilgier |
Account Executive |
| Berker Akagunduz |
Art Director |
| Omer Ceran |
Copy Writer |
Brief Explanation
Today, we live in a distraction age. Whenever a notification appears on a phone, people focus on their phone and they miss all other things.
This situation occurs even in traffic, while people are driving.
Using mobile phone while driving distract drivers’ attention and they start to miss the traffic signs. And it leads to accidents.
Results and Effectiveness
The Missed Signs took media’s attention since day one. It has appeared on Turkey’s biggest newspaper Milliyet.
But above all, with the help of the project the rate of obeying traffic rules increased by 15%.
Creative Execution
First, we determined the critical points with the help of the police officers.
Then we applied the project to the 50 points such as places where traffic jam occurs and school areas.
We also distributed Missed Signs brochures across the city.
Insights, Strategy and the Idea
Our target audience is all the drivers who have smart phones.
We used a medium which has never been used before.
We produce metal notifications and messages and put them on the real traffic signs.
We applied the campaign in Seferihisar, a holiday city in which accidents increase especially in summer times.