Situation

As per WHO, the numbers of car accidents keep increasing every year and the lack of attention caused by the use of mobile phones is responsible for 59% of all the accidents.

Brief

Use the month of traffic awareness (Yellow May) to create awareness to the problem of texting and driving in a more compelling way that all traditional initiatives.

Objectives

Raise awareness to the danger of texting and driving during a period where customers are constantly impacted by 'vanilla' communications by making them engage with the subject.

Instead of looking for an impactful image and/or an emotional approach - techniques used to the exhaustion for many years and, therefore, a wallflower in the landscape, we decided to use the main villain of car accidents, the mobile phone, as the centerpiece of the idea. A game using nothing more than the text messaging app interface was created and people could see by themselves, in real time, the real effects of texting and driving.

In a light but engaging way people could spend time building their own materialization of the concept and understand in their hands the cause-consequence effect.

Data gathering

It began with global data on car accidents provided by WHO which were overlaid with data provided by local authorities and NGOs to understand the depth of the problem and why the majority awareness campaigns could only scratch the problem's surface.

The vast majority of Brazilian drivers, mostly men, that tend to see themselves as pilots rather than drivers and because of that, also tend to ignore awareness campaigns.

To talk to "know it all pilots", instead of traditional campaigns, we came up with an unexpected game within the most used text messaging app where our audience could entertain themselves while understanding - in practical terms - that no matter how skilled one can be behind the wheel, texting while driving is a major danger.

"Play now - start" to start the experience and "share it with your friends", after having understood the game is impossible

• Implementation

A game made upon nothing more than the WhatsApp interface elements that used a chatbot to reply according to user's interaction.

• Timeline

After 60 days of development and coding, the initiative took place in May, 2022, which is called Yellow May, the month of traffic accidents risk awareness.

• Placement

The entire initiative was placed within WhatsApp, the most popular text messaging app in the country, using the app's native elements to create an experience that proved it's not compatible with driving.

• Scale

It started as a word of mouth initiative that soon evolved and got over 300,000 organic sharings and hit the mark of 8,000,000 impressions in only 15 days.

Business impact

As a word of mouth initiative, the most important result is its sharing among customers that hit the number of 300,000 organic shares. After that, Chevrolet took over the lead in conversations during Yellow May, the traffic accidents awareness month, more than the Yellow Month itself.

Of all customers 15.5% engaged with the game - which is 1 pp higher than the brand record in mobile initiatives.

Change in behaviour

Awareness campaigns became wallflowers and are barely noticed by drivers. In this initiative drivers that once ignored important messages spent the average of 2 minutes interacting with our concept building their own perspective of it.

Brand perception

Chevrolet was 2.63 times more relevant than the Yellow May theme during May'22 (Google searches) and became the only Brazilian auto brand to engage with such an important social issue, paving the way for taking part in the social movement for