Cannes Lions

THE CURIOUS CASE OF CHRISTMAS COOKIES

KINETIC, New York / VODAFONE / 2015

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Case Film
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Case Film
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Overview

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Credits

Overview

Execution

The cookies had disjointed body parts to depict the damage that reckless driving while using cell phones can cause. They were carried in customized boxes, branded with the message: “Don’t Use Phone While Driving.”

A team of 200 Vodafone Santas was spread across the four busiest metros at high-traffic junctions. These Santas handed out cookies to any driver spotted using the mobile phone while at the traffic signal. 100,000 cookies were distributed over a span of seven days to erring drivers.

The cookie thus became symbolic of spreading joy through road safety measures.

Outcome

• Vodafone Santa delivered the message of Safe Driving to more than 90,000 individuals across four cities

• Social media picked up the story of the Vodafone cookies with over 23,000 shares within two days of the launch

• Traffic police survey reported a 31% drop in accidents in the New Year week.

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