Cannes Lions
TALENT MARCEL, Sao Paulo / MAPFRE / 2017
Awards:
Overview
Entries
Credits
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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