Cannes Lions

Don't Scroll and Drive

TALENT MARCEL, Sao Paulo / MAPFRE / 2017

Awards:

4 Silver Cannes Lions
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Overview

Entries

Credits

Overview

Description

Inspired by dangerous habit of scrolling on the cell phone, the campaign makes a warning by depicting images that we are used to seeing in photo sharing apps, followed by possible accidents that are about to happen.

Execution

mplementation

We observed the streets with the greatest flow of cars and motorcycles in the biggest cities in Brazil – São Paulo and Rio de Janeiro – and analyzed the best media possibilities, taking into consideration the rush hour in these spots.

Media channels and integration

Free newspapers that are given to drivers in large crossings and digital out of home.

Timeline

Free newspapers: ads ran from March 20 until March 22, 2017.

Digital out of home: broadcast from March 7 until March 13, 2017.

Scale

Free newspapers: approximately 1,680,000 people impacted

Digital out of home: approximately 1,670,635 people impacted

Outcome

Action/business results – sales, donations, site traffic, achievement against business target

Results not measured

Outcomes/awareness – change in behavior, reach, public opinion, content response

Approximately 1,670,635 people saw the campaign at least once during the time it was being broadcast.

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