Cannes Lions

Speed control

FAHRENHEIT DDB, Lima / TELEFONICA / 2017

Awards:

1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

Introducing: Leave speed to the internet. Taking advantage of the fact that we offer the fastest internet connection in the country we created Speed Control: An app that gave back in Megas, the speed you didn´t use on the highway. Speed Control measured the speed throughout the route and if drivers didn´t exceed speed limits until arriving to their destination beach, users received 1GB of the fastest internet. Even the passengers could participate, encouraging drivers to drive safely.

Execution

• Implementation: We placed GPS points at the exits to the highway and at the entrances of each beach. Users only had to select their destination beach and the app was automatically activated after crossing the first toll. By using smartphones GPS technology, Speed Control measured the speed during the entire route and if the speed limit was not exceeded until arriving to the destination beach, users were rewarded with 1GB of the fastest internet. Even the passengers could participate to demand drivers to drive responsibly.

• Timeline: Users could participate during the 4 months of the summer season.

• Placement: It was a mobile campaign but to participate, users should be on the highway travelling to the beaches of Lima.

• Scale: The app covered 150 kilometers of Lima´s coastline

Outcome

The campaign reached 10.2 million of media impressions. 98% of positive feedback on social media and thousands of downloads. But the most important thing is that we cover 200 000 km safely, turning the most dangerous road of the country in a safest one.

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