THE WHEELCHAIR HOUR

ClientAKADEMIA AUTO SWIAT
Category F02. Costs / Creative Performance PR Campaign
TitleTHE WHEELCHAIR HOUR
Product/ServiceDRIVING SCHOOL
Entrant 2012 AGENCY Warsaw, POLAND
Idea Creation 2012 AGENCY Warsaw, POLAND
Media Placement 2012 AGENCY Warsaw, POLAND
Media Placement 2 SZTENGREBER Warsaw, POLAND
Media Placement 3 AKADEMIA AUTO SWIAT Warsaw, POLAND
PR 2012 AGENCY Warsaw, POLAND
PR 2 PAPAYA FILMS Warsaw, POLAND
PR 3 SZTENGREBER Warsaw, POLAND
PR 4 AKADEMIA AUTO SWIAT Warsaw, POLAND
Production PAPAYA FILMS Warsaw, POLAND
Credits
Name Company Position
Marcin Pucyk 2012 agency Senior Copywriter
Kamil Kotarba 2012 agency Senior Art Director
Maciej Marasek 2012 agency Executive Creative Director
Iza Maleszyk 2012 agency Senior Account Manager
Justyna Sztengreber Sztengreber Founder
Iwona Bielecka Papaya Films Director
Pawel Bondarowicz Papaya Films Executive Producer
Kacper Sawicki Papaya Films Executive Producer
Karolina Korta Papaya Films Producer
Jan Galinski 2012 agency Digital Project Manager
Anna Czuz 2012 agency Designer
Marcelina Tuszyńska Sztengreber Account Executive
Paweł Tomaszek Akademia Auto Świat Managing Director

The Campaign

We strongly believe that until you can drive responsibly, you can't drive. So, instead of simplifying the driving course, Akademia Auto Swiat added one extra hour. In the wheelchair. This hour can teach drivers responsibility. It means much more than any hour of a typical driving course. The hour is an unprecedented driving lesson. It is the wheelchair hour. The idea is universal, it can be implemented anywhere in the world. And yes, it can change the world. All of this with just one hour.

The Brief

Media Budget: 0$ Production budget: 2500$ Reach: 7 385 749 The campaign resulted in over 400 publications, with the coverage in 3 most important polish TV stations, 23 radio stations, 10 biggest portals, main automotive magazine and great interest in Social Media. The value of the free publicity was about 500 000 euros. The wheelchair hour caught the attention of 7 385 749 Poles.

Execution

Stage 1 We started cooperation with nearly 100 high-schools in Poland. We offered them what was exactly needed – emotional workshop allowing young people to experience one wheelchair hour, together with the interesting lesson about proper behavior behind the wheel and general rules of safety on the road. In the opening of every meeting our spot was screening. Stage 2 We chose most popular driving experts and professional drivers and invited them to join our action and record the teaser video containing wheelchair with “L” letter – the symbol of the campaign. Then we asked National Council of Road Safety for their endorsement. Stage 3 We started to reach the media. We encouraged TV journalists from news programs and good-morning shows, as well as radio and online editors, to prepare materials about campaign and talk with their guest about the responsibility behind the wheel issue.

Media outputs The campaign resulted in over 400 publications, with the coverage in 3 most important polish TV stations, 23 radio stations, 10 biggest portals, main automotive magazine and great interest in Social Media. The value of the free publicity we received was about 500 000 euros. The wheelchair hour caught the attention of 7 385 749 Poles. Majority of publications included relations from the workshops, interviews with our experts and young drivers. We gave media not only the starting point to tell the story, but the whole story to tell. Target Audience Outcomes Thanks to driving experts endorsement and government organizations engagement it is now being consider to set up the wheelchair hour as obligatory for all drivers in Poland. Business Outcomes The Akademia Auto Swiat branches that conducted workshops, have up to 100% more trainees. A skillful, 360-degree, video-driven, motivational and emotional campaign is something outstanding in the sector. Not only in terms of education but also business aspect. Our campaign has given Akademia Auto Swiat driving schools opportunities to: - more effectively reach the school directors and convince them of the need to organize workshops - give youth more formative classes (film and ambassadors) and wheelchair experience (stronger message).

The Situation

Starting with the experiential events; then the online video which wouldn't be watched without the digital PR efforts; next, traditional PR which helped to raise nationwide debate about the quality of driver education; and the endorsement from driving experts. All parts of the campaign were driven or strongly supported by PR actions. What is more, thanks to all that activities we built a consistent image of the Akademia Auto ?wiat brand - the driving school which knows how to teach responsibility. And this communication influenced behavior of the most desirable target audience - future drivers.

The Strategy

Target Audience - Young drivers and driver candidates age 18 – 25, as well as their parents. - Well-known driving experts, professional drivers. - High schools. - Government and non-government organizations dedicated to safety on the road issue such as: National Council of Road Safety, Polish Police. MEDIA We wanted our message to be heard and shared by nationwide offline and online media: TV, press, radio and social medial. PLANNING For the start we chose March – the first month of spring, which is the most popular season to start the driving license course. The pick of the campaign was planned to take place in the week preceding the Easter - the time when roads are full of Poles and unfortunately full of fatal accidents. We based the campaign on know-how of driving experts and psychologist together with the outstanding experience of our client.