“Look at yourself, not at your phone!”: mobile phones are everywhere.

What people don’t notice are the dangers to pedestrians that arise as a result. An awareness campaign is thus needed in order to take the serious topic of “mobile phone distraction” and deal with the issue in a humorous way. A campaign which one literally cannot miss or avoid.

To that end, street lights were equipped with airbags at highly frequented locations. They are supposed to protect unwary pedestrians from a distraction-based accident.

Target audience: every Austrian with a mobile phone

Location: the most highly-frequently place of Austria: the Kärtnerstraße

Approach - Guerilla Marketing: Street lights were equipped with airbags at highly frequented locations.

They are supposed to protect unwary pedestrians from a distraction-based accident.

Tier 1: Media Outputs – Extreme high coverage depth for 14.000 Euro. (61 placements: TV, radio and newspapers in 5 countries.

Only for a budget of €14,000.)

Tier 2: Target Audience Outcomes: measurable changes in awareness: 13% Less Handy Accidents on Austrian Streets

Tier 3: Business Outcomes – campaign's measurable effect: 25% View Rate on the Website