When a rescue team opens the “Emergency Route” app and goes out, it immediately sends a message to the digital billboards that are 1 km ahead, asking drivers to leave the left lane free in advance.

Data goes from mobile to OOH. We use a traditional media in a non-traditional way.

In Brazil, digital billboards technology isn’t available in all of the cities, that’s why we couldn’t amplify the execution of our idea in national scale.

We’re using a traditional media space in a non-traditional way, without a pre-estabilished media plan. Our warn that the ambulance will pass can interrupt the programming of the digital billboards anytime to change the behavior of the drivers.

For the first time ever, we amplified the function of the digital billboards. Now, they don’t work only as a media space or a clock for the citizens, they also help rescue teams to save time.