Nominalizarile obtinute la FIBRA #2:
- Non-Profit
PRESENTING THE CASE
Campaign / Execution Summary
It is common knowledge that Romanian drivers use all kinds of techniques in order to ditch radars and to then speed up, so we decided to turn the tools “against” them.
We've identified the top 30 accident-generating spots in the country in 2016. So during the Rusalii weekend we set up an army of “fake radars” placed exactly on those spots, using Waze, the most popular driving app in Romania. The radars came with a road safety message targeted at drivers, asking them to drive within the speed limit at all times, not just when they see a radar.
We've worked together with the app's representatives for the radars not to be erasable, so they were kept active between June 1st and June 5th.
The main objective of the experiment was to reduce the number of incidents and victims in the range of the 30 accident-prone spots, compared to 2016’s same period.
Context / Problem / Opportunity / Insight
Romania is the deadliest European country in terms of road accidents.
The main reason is speeding and failure to adapt speed to driving conditions, as drivers frequently ignore heavy traffic, fog, rain, or reduced visibility.
On top of this, Romanians are very creative in avoiding Police radars. They use specific apps or flash signs to signal a near-by radar, driving within the legal limit until the “danger” has passed.
On the other hand, the Romanian Police has limited resources available in trying to stop this deadly trend.
We needed an idea as cost-effective as possible.
And we thought of turning this "radar-ditching culture" exactly against them.
Target Group
Core target were Waze users in Romania but we were trying to reach as much drivers as possible (the experiment helped us be featured in prime time news).
Results
We've managed to reduce victims by 13% in the designated areas, compared to the 2016 Rusalii weekend.
The experiment was featured on Romania's most popular news program, with millions of people watching.
INFO
Agency/Company: Heist Industries
Entry Case Title: The Ghost Radars
Brand: Romanian Police - Traffic Department
Client: Romanian Police
CREDITS
Creative Director: Radu Pilat
Head of Digital: Claudiu Degan
Digital Account Manager: Denisa Caldararu
Social Media Manager: Claudiu Trusca
Copywriter: Ana Rinderu
Art Director: Anca Ifrim
Client Service Director : Diana Coman
Account Manager: Oana Romanescu
OTHER CONTRIBUTING COMPANIES
Other type: Waze
