Cosmote wanted to create an impactful campaign that would get consumers’ attention at the right moment and at the right place. We created the Ringtone Ambulance: an ambulance that instead of an ordinary siren, featured a siren generating ringtone and text message sounds with a simple message ‘Eyes on the road, not on your phone’. The idea was to give an impressive ambient/experiential solution to attract attention to a big problem. The Ringtone Ambulance became a different vehicle to pass a commonplace message in an original and impactful way.

To implement the idea we had to work with local authorities. We transformed an ordinary ambulance replacing their sirens with ringtones and text message tones. The first part of the campaign unfolded live right before Easter break, when most Greeks are on the go for shopping or driving to their hometowns. It took place in popular and busy roads of Athens, a city where almost half of the country’s drivers live. And this was just the beginning. The execution includes launches in other major cities, in the months to follow. A small-scale campaign that has already started to create a much bigger impact.

The Ringtone Ambulance has just started launching. But the first results have been really encouraging. The impact on the streets and reactions from people were really strong. Specific metric results will be available in the days to come, since the launch has started days before this submission. But in all, when millions of drivers are on the roads for the Easter break, we are confident that this has already started and will continue affecting perceptions in helping fight a crucial problem that puts millions of lives in danger everyday.