Cannes Lions

DRIVING SCHOOL

TALENT, Sao Paulo / DAFRA / 2012

Film
Film

Overview

Entries

Credits

Overview

Execution

Knowing that 65% of these drivers are men from classes B and C, we began a multi-platform content project that was absolutely differentiated.

We summoned 3 beautiful and famous women, presenters of the most well-known young show on Brazilian TV, Pânico, and we developed a reality show on TV and the internet where we accompanied the 3 girls throughout theoretical and practical classes where they worked to get their motorcycle driving license.

We had 20 episodes about traffic education and motorcycle safety, where they all experienced driving responsibly.

We even teased the consumer with the chance of riding together with the beautiful girls (this is for sure, a dream for any driver).

Outcome

Success was immediate: more than 3,000 signed on the first day alone.Spontaneous media spoke of nothing else.We generated the attention of authorities and public actions about traffic safety.

This resulted in over 37 million people impacted, who realised the importance of the subject and perceived Dafra as a responsible and acting brand.

More than 25,000 signed up for a chance to ride with our models, and a 150% increase in entries in driving schools.Comparing the month of January 2012 against 2011, there were 7% less accidents.

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