Cannes Lions

ELECTRIC SCOOTER ROAD SAFETY

INDIE, Amsterdam / DOMINO'S PIZZA / 2012

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Film
Film
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Overview

Entries

Credits

Overview

Description

As in most countries, branded content in Holland is mainly on TV. In terms of outdoor branded content consists of one-off ambients, or once-a-year events. No brand has ever used original and permanent branded content on Dutch public roads.

Execution

Creative Execution:We used a human voice and created a branded engine sound to warn cyclists and pedestrians. In the typical rhythm of a normal scooter engine the voice tells us "Dodododomino’s is approaching" and their pizza’s are "mmmmmmmm tasty".This way we didn’t damage Domino’s responsible corporate image. In fact, we took the best of both: be good to the environment AND to our drivers and other road users.20 electric scooters will continue to warn other road users every day in the cities of Amsterdam, Rotterdam and Groningen. The number will only be growing.A simple press release for offline and online press and a short demonstration film were used to gain free PR and open first a national and then worldwide debate around electric scooter safety and our solution.

Outcome

• All cyclists & pedestrians are directly warned by our scooters, so dangerous situations are prevented• Reactions of people in traffic show that safety can be humorous and entertaining.

• PR coverage made our scooters national news.

• The discussion about road safety of electrical scooters became a nationwide discussion in press and social media.

• The news, the discussion and the entertaining effect even went international which only enhances Domino’s worldwide social and fun brand image.

• Trending topic on YouTube (1.5 million views in 4 days), Twitter, Holland’s most popular talk show and on all local social media.• A very positive social opinion (97.6% likes).• 20 electric scooters will continue to warn other road users every day and the number will only be growing.• Most importantly: no accidents have happened so far.• Ten days after the launch of our Safe Sound the Dutch Ministry of Infrastructure realised the positive potential of our idea and announced a concept law about sounds on electric scooters.

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