Title	MENTAL AIRBAG
Brand	BMW
Product/Service	BMW CARS
Category	B02. Use of Audio Platforms
Entrant	WAVEMAKER HUNGARY Budapest, HUNGARY
Idea Creation	WAVEMAKER HUNGARY Budapest, HUNGARY
Media Placement	WAVEMAKER HUNGARY Budapest, HUNGARY
PR	WAVEMAKER HUNGARY Budapest, HUNGARY

Name	Company	Position
Orsolya Szladovics	Wavemaker Hungary	Creative Director
Marton Jedlicska	Wavemaker Hungary	Chief Creative Officer
Zoltán Mendrei	Wavemaker Hungary	Head of Art
Eszter Kovács	Wavemaker Hungary	Senior Art Director
Nóra Lakocky	Wavemaker Hungary	Account Director
Anikó Miskovicz	Wavemaker Hungary	Media Planner
Zoltán Havasi	Wavemaker Hungary	Head of strategy

Why is this work relevant for Media?

BMW's Mental Airbag campaign creatively connected 2 media platforms - Waze and Spotify - to help drivers with these special mindfulness techniques playlist when they need it the most while driving on the most stressful and dangerous roads of Hungary. By using Waze’s algorithms we targeted Mental Airbag playlist ads to relevant road situations and helped drivers to stay calm.

Background

Even so approximately 1.35 million people die each year in car accidents and the number just grows. How many safety features are enough to stay safe? BMW is known for offering the most advanced safety features, and this is one of the reasons drivers choose this luxury brand over the competition. With standard and optional safety features that lead the class, BMW vehicles are equipped to keep you and your family safe, no matter where you travel.

Describe the creative idea / insights (30% of vote)

Mental Airbag playlist was made in collaboration with Spotify and Waze. With the help of experts, we have created a series of audio materials that will help drivers with mindfulness techniques when they need it the most while driving on the most stressful and dangerous roads of the country. The audio material consists of 6 exercises that provide relevant assistance to different traffic situations, such as morning traffic jams, rush hour traffic jams, typically complicated and busy road sections in Budapest, motorway traffic jams and traffic jams after accidents.

Describe the strategy (20% of vote)

Even so approximately 1.35 million people die each year in car accidents and the number just grows. BMW is known for offering the most advanced safety features, and this one of the reasons drivers choose this luxury brand over the competition. With standard and optional safety features that lead the class, BMW vehicles are equipped to keep you and your family safe, no matter where you travel. This year, the brand took it to the next level and helped drivers eliminate one of the primary causes of accidents: the human factor. Thus, BMW is the first car brand to guarantee safety not only through physical features like drowsiness detection , but also by providing mental support for drivers to stay focused and calm in the toughest traffic situations.

Describe the execution (20% of vote)

By using Waze’s algorithms we targeted Mental Airbag at the most stressful and dangerous roads of the country. Mental Airbag was integrated in BMW’s CarPlay system but we made it available to everyone through Spotify. We were also able to start a lot wider conversation about the mental state and the importance of drivers. We built up an integrated campaign using digital, out-of-home and PR advertising, concentrating on touchpoints where we could reach drivers in the most relevant road situations: -Waze zero takeover ad (geotargeted big cities and transport hubs) -Spotify audio ad (geotargeted transport hubs with GPS coordinates ; overweighted morning and evening drive times ; targeted on-the-road playlists -billboards -PR talks and articles (incl most watched Hungarian TV morning show)

List the results (30% of vote)

Mental Airbag became the most listened branded podcast playlist on the Hungarian market and we reached ~20% of regular Hungarian podcast listeners. Thanks for the media interst, were also able to start a lot wider conversation about the mental state and the importance of drivers.