| Title | MR. BEAR DRIVER |
| Brand | THE AUTOMOBILE CLUB OF ROMANIA |
| Product/Service | APP GAME |
| Category |
A01. Activation by Location |
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Entrant
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PUBLICIS ROMANIA Bucharest, ROMANIA
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Idea Creation
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PUBLICIS ROMANIA Bucharest, ROMANIA
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Media Placement
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PUBLICIS ROMANIA Bucharest, ROMANIA
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PR
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PUBLICIS ROMANIA Bucharest, ROMANIA
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Production
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PUBLICIS ROMANIA Bucharest, ROMANIA
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Additional Company
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NURUN ROMANIA Bucharest, ROMANIA
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Credits
| Jorg Riommi |
Publicis Romania |
Chief Creative Officer |
| Dan Frinculescu |
Publicis Romania |
Group Creative Director |
| Adrian Iota |
Publicis Romania |
Art Director |
| Mihai Costache |
Publicis Romania |
Copywriter |
| Alexandra Stoica |
Nurun Romania |
Digital Account Manager |
| Mihai Pocorschi |
Nurun Romania |
Digital Producer |
| Camelia Efrimov |
Publicis Romania |
AV Producer |
| Andrei Badeanu |
Optimedia |
Performance Manager |
| Alexandra Murray |
Publicis Romania |
Client Service Director |
| Ioana Dinu |
Nurun Romania |
Social Media Manager |
| Andreea Grigorean |
Publicis Romania |
PR Officer |
| Catalina Popescu |
Publicis Romania |
PR Executive |
| Calin Buzea |
Nurun Romania |
Managing Director |
The Campaign
DESCRIBE THE CREATIVE IDEA* (150 WORDS)
We decided to convince drivers to slow down by teaming up with someone they would surely listen to. Their own kids.
“Mr. Bear Driver” is a fun mobile game that teaches kids traffic safety. But there’s a catch… When played in a moving car, the game connects to GPS and Google Maps to track the real-life speed. Whenever the limit is exceeded by more than 10km/h, Mr. Bear (the in-game character) asks children to tell mommy or daddy to slow down. If drivers don’t slow down, the game ends in a crash. But If they comply, players get a bonus and the game goes on. This way, little passengers became safety copilots and learn in real life that speeding is a big no-no.
Creative Execution
After a teasing and content campaign on Facebook, the game was launched in the second part of summer holidays in Romania.
The game was launched together with Orange, and is also available on Orange’s newly bought smartphones and tablets.
The game was launched for free, nationwide, on App Store and Google Play and is still available on both platforms.
TV prime time news and online media picked up the message and created a national conversation about children’s safety.
- Over 9000 slowdowns recorded and counting
- 25% of Romanian population reached by the safety message (according to the Romanian Association for Audience Measurement)
- 400k earned media
- The game is now also implemented in Portugal by the name of “Boris o Condutor”, through the “Automovel Club de Portugal” (Automobile Club of Portugal) and on its way to other European countries, through national automobile clubs.
In order to convince drivers to slow down and drive safer, we targeted them not directly, but through their kids.
So we conveyed our road safety message right on kids’ favorite toys nowadays, where it could have a real impact: on smartphones and tablets.
The novelty of the idea ensured large coverage by national prime time TV News and online media, starting a nationwide conversation about children’s’ safety on the road.