Over 42 thousand people die in car crashes every year in Brasil, 28% from using cell phones while driving. These facts lead Petrobras, the country’s biggest oil and gas company, to give an educational message to young drivers as a priority and to alert them to the need to drive safely. Thus, a bond of trust and partnership was created between the brand and the target public.

The campaign’s goal is to enlighten young drivers to drive safely, without putting people’s lives in danger. To make the campaign a big hit among young people, online and mobile media were chosen, for having great coverage and relevance to the target public. Seeking for higher interactivity with this public, we created a racing game for cell phones.

After downloading the exclusive Petrobras app, the player can have fun controlling a racing car. A while later, a fake incoming call appears on the screen. When trying to take or refuse the call, the player is directed again to the game and watches the car crashing. At that moment our concept is revealed: Using your cell phone while driving can cause accidents. Drive safely.

The action was conveyed exclusively on digital media, using the main social networks, app stores and the client’s fan page. The game was shared by young people and reached over 16 thousand downloads after only one week of availability. The app is still available online so that other people can help enlighten drivers to reduce the number of car crashes in the country.