Cannes Lions

Warning Voice

TBWA\RAAD, Dubai / RYMCO / 2016

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Overview

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Credits

Overview

Description

RYMCO created the Warning Voice - a feature that plays personalized voice messages recorded by loved ones.

Execution

A Nissan vehicle was outfitted with the Warning Voice, replacing the usual speed limit warning sound.

We then contacted family members of reckless drivers, and recorded their personalized message to their loved ones.

Drivers with a history of accidents and excessive speeding were then invited to a test drive, unaware of what would come.

Once they started to speed, the regular speed alarm switched to an unexpected voice message by the loved ones urging them to slow down.

Outcome

In the first three days, the case went viral and reached more than 500k views, in a country with 1.5 million drivers.

Subsequently, RYMCO/Nissan received hundreds of requests - mostly from parents - to implement the feature, while Nissan Global decided to adopt this innovation worldwide.

Finally, reckless drivers who experienced this feature had an immediate change of behaviour.

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