Social and Influencer > Craft
PUBLICIS ROMANIA, Bucharest / THE AUTOMOBILE CLUB OF ROMANIA / 2015
Overview
Credits
Execution
Based on over 800 relevant Google Street View scenarios, the ACR instructors formulated hundreds of questions, transforming them into exam tests.
The website engine picks those places from the Google Street View API to randomly generate test questions, in the official exam format.
That’s not all. As a collaborative, crowd-sourced component, on the website, people can also flag traffic fails or unusual situations found on Google Street View, and the ACR instructors will turn them into new exam questions. Google Maps becomes a crowd-sourced, global traffic education tool.
Outcome
In the first 3 weeks after launch:
The project granted ACR a place all over prime time news on national TV, national and international media (321 articles + coverage on the 7 main TV Romanian stations)
Media and driving school students unanimously declared Street View Tests as “better, more relevant than those used by the Police”
248% increase in Facebook fans
52% increase in sign-ups for the ACR Driving School compared to the previous month
Initiative selected by the International Automobile Federation, in order to be implemented in other countries.
Project picked by the official Google Creative Sandbox selection.
Strategy
The state-held Automobile Club of Romania’s Driving School was established in 1910.
In 2015, ACR had to compete with 1378 private driving schools in the country, most of them heavily promoting themselves. ACR wanted to be top of mind of every potential driving student.
No matter the school, students have been learning driving theory on dated, “bird’s eye view” illustrated questionnaires, for decades. So ACR decided to reinvent the tests and launched “Street View Test”. The first driving theory tests using Google Street View places. Helping the new generation of digital fluent students understand better driving and “face” the streets right from the studying phase.
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