MENTAL AIRBAG

TitleMENTAL AIRBAG
BrandBMW
Product/ServiceBMW CARS
Category C02. Use of Audio Technology
Entrant WAVEMAKER HUNGARY Budapest, HUNGARY
Idea Creation WAVEMAKER HUNGARY Budapest, HUNGARY
Media Placement WAVEMAKER HUNGARY Budapest, HUNGARY
PR WAVEMAKER HUNGARY Budapest, HUNGARY
Credits
Name Company Position
Orsolya Szladovics Wavemaker Hungary Creative Director
Marton Jedlicska Wavemaker Hungary Chief Creative Officer
Zoltán Mendrei Wavemaker Hungary Head of Art
Julia Kegyes Wavemaker Hungary Senior Copywriter
Agota Benedek Wavemaker Hungary Senior Copywriter
Eszter Kovács Wavemaker Hungary Senior Art Director
Nóra Lakocky Wavemaker Hungary Account Director
Krisztina Bozzai Wavemaker Hungary Art Director

View Script

Write a short summary of what happens in the radio or audio work.

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. 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.

Translation. Provide a full English translation of any audio.

An exercise for traffic jam Intro Thank you for opening the BMW Mental Airbag. With heavy traffic, driving can be stressful and frustrating, which can lead to dangerous situations or even an accident, so if you feel tense now, the following exercise can help you calm down again and focus on driving and the road. In the event of a change of situation in traffic while listening to the audio material, I suggest you pause the exercise and focus on driving. The beginning and the end of the exercise are indicated by the sound of a gong. Exercise I start paying attention to my breathing. I inhale through my nose and exhale through my mouth. I slowly breathe the air in through my nose and meanwhile count to five… , I hold the air inside for six seconds… and then blow it out slowly, through my mouth for seven seconds. I gradually calm down and repeat the process once more. I start inhaling through my nose and count to five…, hold the air in for six seconds…, then blow it out through the mouth for seven seconds. As I get more relaxed, I observe my thoughts. At first, it made me angry that traffic was heavy again, but I’m starting to notice that it has an advantage as well. For example, during the all-day rush, I now have the opportunity to sit in my comfortable car for a few minutes… or observe the environment along my usual journey. And now, along these lines, I can also find the things that make the situation pleasant for me… Equipped with these tools, I continue my journey being calmer and more focussed. Anytime I need it, I can just listen to this exercise again. Outro Thank you for using the BMW Mental Airbag. We hope that with our material we can provide you with a pleasant driving experience as well as a relaxed and safe arrival at your destination. Mindful driving is promoted by the BMW Plug in Hybrid models. We wish you a pleasant trip on the rest of your journey. The most important safety feature is a calm driver. An additional 5 versions of this were made, designed for various traffic situations.

Please outline the innovative elements of the work

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. We used Waze's real-time traffic information and linked always the most relevant from the 6 different exercises to the driver's real-time traffic situation.