Media > Use of Media
SAFETY TRUCK
LEO BURNETT ARGENTINA, Buenos Aires / SAMSUNG / 2015
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
Samsung Argentina is not only a supplier of electronic products, but has also a truck fleet that travels the country using mostly two-way roads. These roads are really dangerous, especially when overtaking, which has become the main cause of traffic accidents in Argentina.
And traffic Accidents account for the biggest number of deaths in this country.
That’s why we designed the Safety Truck. A Samsung transportation truck with a camera installed at the front that will send its images to an LCD screen placed at the back, showing what’s ahead on the road. Warning the cars behind the truck and helping them to accomplish a safe overtake.
Effectiveness
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.
Execution
We placed a camera at the front of Samsung’s own trucks that records all of what comes ahead on the road. Through a wireless network these images are transmitted to 4 and displayed in 4 special Samsung screens placed at the rear of the truck, forming a videowall. Therefore the drivers willing to overtake the truck are able to do it safely.
The trucks work as huge outdoor signs in constant movement that travel thousands of kilometers daily communicating the emotional side of a brand like Samsung and making those dangerous overtakes in Argentinean roads, much safer.
Strategy
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 quality of life.
We therefore used their own trucks - that daily travel thousands of kilometers in Argentina - to solve a problem as important as traffic 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.
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