Title	SM POLIS RADIO CRASHES
Brand	SM POLIS
Product/Service	SM POLIS
Category	A12. Corporate Social Responsibility (CSR) / Corporate Image
Entrant	VOSKHOD Ekaterinburg, RUSSIA
Idea Creation	VOSKHOD Ekaterinburg, RUSSIA

Name	Company	Position
Andrey Gubaydullin	Voskhod	Creative Director
Vladislav Derevyannikh	Voskhod	Art director
Anton Mamykin	Voskhod	Copywriter
Alexander Sinyuk	Voskhod	Copywriter
Elizaveta Larionova	Voskhod	Media Supervisor

Why is this work relevant for Brand Experience & Activation ?

SM Polis Insurance fights the dangerous habit of talking on the phone while driving. SM Polis Insurance customers also suffer from this, so the brand wanted to change behavioural patterns and combine a brand awareness campaign with a security campaign.

Background

People in Russia talk and text on their phones while driving. Radio stations provoke this behavior. Every station has a call-in show where listeners are calling or texting to win presents or just to say hi to their friends. Smartphone using is the second, after alcohol consumption, human factor causing car accidents. Despite a common opinion, hands-free devices offer no safety benefit when driving. Driving while talking on cell phones – handheld and hands-free – increases risk of crashes fourfold. The number is even bigger for texting and using apps.

Describe the creative idea

Together with a popular call-in radio show we demonstrated what can happen if you use a phone while driving. When a presenter was getting a call from someone who was driving at the moment, he immediately disconnected the call and put on air the sounds of a car crash. After a moment of scary silence the presenter revealed it was not a real crash and explained the danger of using phones while driving.

Describe the strategy

We have integrated the real situation in a real interactive show. Together with a popular call-in radio show we demonstrated what can happen if you use a phone while driving. When a presenter was getting a call from someone who was driving at the moment, he immediately disconnected the call and put on air the sounds of a car crash. After a moment of scary silence the presenter revealed it was not a real crash and explained the danger of using phones while driving. S: Hello! P: Hey, it’s a bit noisy around you. S: I’m driving to the meeting now. P: Wait, are you talking and driving at the same time? S: Well, yes. ---- the sound of crash----- P: Don’t worry friends. Irina is ok. But remember - someone’s life can be ruined all of a sudden. SM Polis Insurance is warning you: don’t talk and drive.

Describe the execution

During the popular call-in show while a presenter was getting a real call from someone who was driving at the moment, he immediately disconnected the call and put on air the sounds of a car crash. After a moment of scary silence the presenter revealed it was not a real crash and explained the danger of using phones while driving.

List the results

18 radio stations refused to join the action; they only cared about ratings and public image. So we had just one: Novoe Radio. The first results came just in a couple of days. We were getting less and less calls from the drivers. The story was featured in media. After more than 70 publications the other radio stations changed their mind and joined the action to protect their listeners. They announced their decision not only on air, but also in social media and on their web sites. With thousands of media mentions, the audience reach exceeded the population of the city. But most importantly - people are now stopping to make a call to the show.