| Title | STREET VIEW TEST |
| Brand | THE AUTOMOBILE CLUB OF ROMANIA |
| Product/Service | DRIVING SCHOOL |
| Category |
C01. Use of Digital in a PR campaign |
|
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 |
The Campaign
In Romania, only 7% of driving school students get their driving license at first attempt. The majority of them have troubles passing the theory exam.
And even those who pass it are not fully prepared for the real roads. According to police statistics, the drivers causing most serious and fatal accidents are aged between 18 and 35.
One of the reasons is an abstract learning method based on illustrated tests, which hasn’t changed for almost a century.
The Automobile Club of Romania, established in 1910, was not a top-pick of young student prospects in 2015 anymore. Mostly perceived as an “old-timer”, rigid organization. So they invented a way to get students from illustrations to the real streets from the very beginning.
Introducing Street View Test.
The first driving school method based on Google Street View, which allows students to learn traffic rules directly on the streets they’re going to drive on. A more relevant and engaging way of studying theory, in the digital environment they’re most comfortable with.
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.
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 Federation Internationale d'Automobile, in plan to be implemented in other countries.
Google Creative Sandbox official pick.
The Brief
ACR wanted to be top of mind for every potential driving student.
Execution
We based our PR plan on the uniqueness and novelty of the idea. No media coverage was paid for.
As a tool, for every major media outlet we sent the project to, we included an example of question from the platform, formulated by instructors, hand picked from the actual street the publication was based on.
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.
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 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”.
The Strategy
Having driving schools all over Romania, ACR had to reach all potential student prospects. Mainly young people aged 18-25.