2018 Brand Experience & Activation

SM POLIS RADIO CRASHES

TitleSM POLIS RADIO CRASHES
BrandSM POLIS
Product/ServiceSM POLIS
Category B03. Use of Broadcast
Entrant VOSKHOD Ekaterinburg, RUSSIA
Idea Creation VOSKHOD Ekaterinburg, RUSSIA
Credits
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 behavioral patterns and combine a brand awareness campaign with a security campaign.

Background

People in Russia talk and text on their phones while driving. We’re used to it, nothing strange. 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. SM Polis Insurance is fighting against this dangerous habit with live radio broadcast of “car crashes”. The clients of SM Polis Insurance also suffer from this, so the brand wanted to change the behavioral patterns and combine a brand awareness campaign with a safety awareness campaign.

Describe the creative idea

SM Polis is an insurance agency and the clients of the company also have a higher risk of driving accident because of smartphones. So this is a win-win idea both for the radio stations and for the brand. The clients of SM Polis Insurance also suffer from this, so the brand wanted to change the behavioral patterns and combine a brand awareness campaign with a safety awareness campaign.

Describe the strategy

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 execution

18 radio stations refused to join the action; they only cared about ratings and public image. So we had just one: Novoe Radio. 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.

List the results

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.