Brand | ROADS AND TRANSPORT AUTHORITY |
Product/Service | PUBLIC TRANSPORT |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Use of Integrated Media |
Entrant Company
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency 2
|
GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES
|
Production Company
|
MAGNET Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
Tailgating is a global problem, but in the UAE it is the major cause of road accidents and it's on the rise. Aggressive driving is a common occurrence on UAE roads. Dubai Police records show that in the last year, more than 43,200 accidents took place due to drivers not keeping a safe distance between vehicles. 'In Dubai, there was a 40% rise in the number of deaths resulting from tailgating last year' – Colonel Saif Al Mazrouei, May 2014.
With over 30% involving taxis, the Roads and Transport Authority briefed us to come up with a
solution
Results and Effectiveness
Taxi driver tailgating incidents fell from an average of 264 to 62 per day, resulting in a 426% reduction in tailgating occurrences.
Recorded public motorist tailgating incidents fell from an average of 58 per day to 16, resulting in a 363% reduction in tailgating occurrences. Back off radio has successfully delivered 32 440 warning messages to date. This has lead to an overall reduction of tailgating related accidents of 14.8% in the first quarter of 2015. The campaign has creating 360 million media impressions generating over $1million of earned
media spend.
Creative Execution
We installed Back Off Radio devices across the RTA's franchised taxi fleet, ARN gave us access to multiple radio channels targeting the multiple nationalities living in the UAE. Sensors mounted to the front and rear bumper are triggered when either the taxi or motorist drive to close to the car in front.
Our safety message is triggered and activates the driver of the offending car to slow down and give
more space between them and the car in front. Translated and broadcast in the main languages
spoken in the UAE we targeted all drivers when it was needed most.
Insights, Strategy and the Idea
The RTA's primary concerns are the safety of their driver's and the public on the roads of UAE.
There have been many traditional communication campaigns to tackle road safety but these have had very little effect in changing driver behavior.There are two sets of target audience in this campaign:
1. The taxi drivers themselves.
2. Motorist's in general.
There are many different Nationalities living in the UAE who we needed to connect with. The Arabian Radio Network owns stations across all of them all so by partnering with them we were able to deliver our message in the main languages spoken in the country. By communicating our message to offending taxi drivers as well as motorists we were able to be relevant to both when it
mattered most.
Credits
Ben Knight |
Geometry Global Dubai |
Executive Creative Director |
Logan Allanson |
Geometry Global Dubai |
Creative Director |
Michael Widgery/Logan Allanson |
Geometry Global Dubai |
Art Director |
Michael Widgery/Logan Allanson |
Geometry Global Dubai |
Copywriter |
Viko Ferrari |
Geometry Global Dubai |
Designer |
Muhammed Omer |
Geometry Global Dubai |
Designer |
Nick Walsh |
Geometry Global Dubai |
General Manager |
Kate Bevan |
Geometry Global Dubai |
Client Services |
Sami Moutran |
OgilvyPR |
Public Relations Team |
Sophie Wordley |
OgilvyPR |
Public Relations Team |
Dr. Yousif Al Ali |
Roads and Transport Authority |
Chief Executive Officer |
Mahmoud Al Rasheed |
Arabian Radio Network |
General Manager |
Luke Morris |
Alchemy Films |
General Manager |
Erin Gilchrist |
Alchemy Films |
Producer |
Juan Cernadas |
Alchemy Films |
Director Of Photography |
Ghassan Naji |
Alchemy Films |
Graphics |
Paul Emos |
Mouse Media |
Technical Director |
Souheil Zahreddine |
Freelance |
Editor |
Zainab M. AlKassab |
Dubai Taxi Corporation |
Marketing And Sales Manager |
Ralph van Dijk |
Eardrum |
Director |