Brand Experience and Activation > Use of Promo & Activation
SAFETY TRUCK
LEO BURNETT ARGENTINA, Buenos Aires / SAMSUNG / 2015
Awards:
Overview
Credits
Overview
BriefExplanation
We made use of Samsung trucks that daily drive thousands of kilometers on Argentina’s roads as a great promotional support to show how Samsung puts technology to a good use.
The visibility of these trucks with their rear screens, their canvasses with the Samsung logo, and other promotional elements transforms them in a high-impact outdoor in constant motion throughout the entire country.
ClientBriefOrObjective
We wanted people to perceive Samsung as a brand that uses technology for good social causes. A brand that cares about people, not to be only perceived as cold and technologic, but as a brand that makes its technology available to improve society’s life quality.
We therefore used their own trucks that daily travel thousands of kilometers in Argentina to solve a problem as important as accidents caused by overtaking, and to promote at the same time a technology brand that constantly intends to approach people in a more emotional way.
Outcome
RESULTS TO DATE:
OVER 1.400.000 SAFE KILOMETERS TRAVELLED
OVER 24.200 SURPASSES. ZERO CRASHES.
PLANS TO IMPLEMENT A SAFETY-TRUCK LAW THAT REQUIRES ALL TRUCKS LONGER THAN 7 METERS TO BECOME SAFETY-TRUCKS.
Relevancy
This idea not only changes lives, it saves them. It consequently improves our overall brand perception, builds up innovative image, and creates and emotional attachment.
We create an innovative truck LED screen on the back of the vehicle, on 4 trucks of the fleet that Samsung has laid out in Argentina to distribute its products. This screen will be connected to a camera inside the cab. It show the road in front of the truck so that the driver of the car behind it, can see what’s going on ahead in order to overtake it in the safest possible moment.
The action executed in stages, starting 12 February 2015. Truck by truck to comply with the first 4, toured the Argentine routes link Bs. As. with Tierra del Fuego (where the Samsung factory is located).
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