SM POLIS RADIO CRASHES

ClientSM POLIS
Category A11. Consumer Services
TitleSM POLIS RADIO CRASHES
Product/ServiceSM POLIS
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 PR?

People in Russia talk and text on phones while driving. Radio stations provoke this behavior - they have a call-in show to win presents or to say hi. Smartphone using is the second after alcohol human factor causing car accidents. Insurance agency wanted to change the dangerous habit. 18 radio stations refused to join the action. Only one - Novoe Radio - joined the idea. After start the story was featured in media. Other radio stations changed their mind and followed the action to protect their listeners. Most importantly - people are now stopping to make a call

Background

Every station has a call-in show where listeners are calling or texting to win presents or just to say hi to their friends. But smartphone using is the second, after alcohol consumption, human factor causing car accidents. Insurance agency wanted to change a dangerous patterns and combine a brand awareness campaign with a safety awareness campaign using the radio stations.

Describe the creative idea

The clients of the Insurance 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 of Insurance company. The brand wanted to change the behavioral patterns and combine a brand awareness campaign with a safety awareness campaign.

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.

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

he 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.