Cannes Lions

Mr. Bear Driver

PUBLICIS ROMANIA, Bucharest / THE AUTOMOBILE CLUB OF ROMANIA / 2017

Case Film
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Description

So, we decided to convince drivers to slow down by teaming up with someone they would surely listen to. Their kids.

“Mr. Bear Driver” is a fun mobile game that teaches kids traffic safety which quickly got to number 1 in Romanian app stores.

But people had no idea that there was a catch…

When played in a moving car, the game connects to GPS and Google Maps to track the real-life speed. If the limit is exceeded by more than 10km/h, Mr. Bear (the in-game character) asks children to tell mommy or daddy to slow down. If drivers don’t slow down, the game ends in a crash. If they comply, players get bonuses and the game continues.

This way, little passengers became safety copilots and learn in real life that speeding is a big no-no.

Execution

After a teasing phase and a content campaign on social media, the game was launched in the second part of summer holidays in Romania.

The game was launched together with Orange and is featured on Orange’s Junior web section. It also comes preinstalled on Orange Junior devices destined for kids.

The game was launched for free, nationwide, on App Store and Google Play and is still available on both platforms.

TV prime time news and online media picked up the message and created a national conversation about children’s safety.

Outcome

- Over 12.000 slowdowns recorded and counting. 

- 680.000 EUR earned media

- The game is also implemented in Portugal by through the “Automovel Club de Portugal” (Automobile Club of Portugal) with the name of “Boris o Condutor” and in Latvia, by LAMB Autoklub (The Automobil Klub of Slovenia) as “Soferis Laka Kungs”.

 

- We are in advanced talks to implement the game in Australia with the Queensland Department of Transport and Main Roads. 

- We are also in advanced talks to implement the game in New Zealand with the New Zealand Transport Authority.

- The game is also on its way to other European countries, through national automobile clubs.  

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