| Brand | ROADS & TRANSPORT AUTHORITY |
| Product/Service | ROAD SAFETY |
| Entrant | SAATCHI & SAATCHI Dubai, UNITED ARAB EMIRATES |
| Category | Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness |
| Entrant Company: | SAATCHI & SAATCHI Dubai, UNITED ARAB EMIRATES |
| Sales Promotion/Advertising Agency: | SAATCHI & SAATCHI Dubai, UNITED ARAB EMIRATES |
The Brief
To ensure fewer child deaths on the roads.
Describe how the promotion developed from concept to implementation
From the brief we worked out where to effectively reach our target - irresponsible parents.
From there we worked out the best medium for our message, kids love toys and parents need a lesson, hence smashed toy cars.
Describe the success of the promotion with both client and consumer including some quantifiable results
80% of recipients buckled up their kids there and then.
Explain why the method of promotion was most relevant to the product or service
Kids love toys and parents need a lesson, hence smashed toy cars. Service stations were a perfect location for changing driver behaviour.
Credits
| Neil Walker-Wells |
Saatchi & Saatchi |
Associate Creative Director/Copywriter |
| Carl Lundqvist |
Saatchi & Saatchi |
Art Director |
| Sion Scott-Wilson |
Saatchi & Saatchi |
Executive Creative Director |
| Hema Patel |
Saatchi & Saatchi |
Account Handler |