B01. Use of Digital Advertising in a Promotional Campaign
Entrant Company
PUBLICIS ROMANIA Bucharest, ROMANIA
Advertising Agency
PUBLICIS ROMANIA Bucharest, ROMANIA
Credits
Name
Company
Position
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 Brief
In Romania, only 7% of driving school students get their driving license at first attempt. Most of them can’t pass the theory exam.
As the holder of the oldest driving school in the country, ACR wanted to change this. At the same time, asking us to bring them new driving school students. Mainly 18 to 25 years old young people, for which the ACR driving school wasn’t the first choice, as it seemed an old-fashioned, rigid organization.
Street View Test proved not only that ACR is an innovative organization, but can speak the digital language of the new generation.
Campaign Success
We based our promotion on the PR impact the idea was going to have and promoted posts on ACR’s Facebook page.
And we were right. After being covered by all the important prime-time TV news, we got to almost 100k tests solved on the site, 7:26 average time spent each session and over 1500 user-picked scenarios on Street View which were reviewed and included in the driving school method by the ACR instructors.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Over 100k tests solved
7:26 average minutes spent on the website
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”.
Explain why the method of promotion was most relevant to the product or service
In Romania, only 7% of driving school students get their driving license at first attempt. Most 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 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 using Google Street View situations.
The activation: we encourage experienced drivers to flag traffic mistakes and challenging scenarios on Google Street View. With their help, the most relevant traffic scenarios are added to the platform by the ACR instructors, almost every day.