| Title | A SIRIOUS SAFETY MESSAGE |
| Brand | TOYOTA MOTOR EUROPE |
| Product/Service | TOYOTA SAFETY |
| Category |
A01. Activation by Location or Proximity |
|
Entrant Company
|
SAATCHI & SAATCHI Stockholm, SWEDEN
|
|
Advertising Agency
|
SAATCHI & SAATCHI Stockholm, SWEDEN
|
|
Advertising Agency 2
|
SAATCHI & SAATCHI Copenhagen, DENMARK
|
|
Media Agency
|
MAXUS GLOBAL Stockholm, SWEDEN
|
|
Production Company
|
B-REEL Stockholm, SWEDEN
|
Credits
| Jason Mendes |
Saatchi/Saatchi |
Nordic ECD |
| Gustav Egerstedt |
Saatchi/Saatchi |
ECD |
| Regner Lotz |
Saatchi/Saatchi |
Creative Director |
| Casper Christensen |
Saatchi/Saatchi |
Creative |
| Rene Schultz |
Saatchi/Saatchi |
Creative |
| Annette Piilgaard |
Saatchi/Saatchi |
Buisness Director |
| Charlotta Tibbelin |
Saatchi/Saatchi |
Account Director |
| 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 |
Creative Execution
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 automatically when they get into the car) you can talk to the phone by simply saying “Hey Siri”. In fact anyone can. Even a Radio ad. So we got a radio ad to actually talk to and interact with mobile phones to turn drivers phones to Airplane Mode. By selecting air time in rush hour traffic, to target the highest number of drivers, in both Denmark and Sweden.
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 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.
As part of their commitment to road safety, Toyota wanted to make a statement to 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.