Brand | ROADS AND TRANSPORT AUTHORITY |
Product/Service | TRANSPORTATION |
Entrant | GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES |
Category | Creative Effectiveness |
Idea Creation
|
GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES
|
Additional Company
|
MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
Dubai Police recorded over 43,200 accidents caused by tailgating in 2014. With over 30% involving taxis, we worked with the RTA to deliver a unique solution.
We created a unique device that is activated when the taxi reaches 60kmph. Sensors mounted to the front and rear of the taxi measure the distance between the car in front and the car behind the taxi.
If the taxi breaches the 2 car lengths safety zone a message is delivered direct through the taxi’s audio system warning the driver to slow down. If a car comes to close to the back of the taxi the device send the message direct to the offending cars radio.
By partnering with the Arabian Radio Network we covered all major radio stations across 4 of the most spoken languages in the UAE. The campaign ran across the RTA’s franchised taxi fleet.
The initiative had over 360million media impressions, and for the first time in 4 years there has been a reduction in tailgating related accidents by 14.8%.
Credits
BEN KNIGHT |
Geometry Global |
ECD |
LOGAN ALLANSON |
Memac Ogilvy/OgilvyOne Dubai |
Creative Director |
MICHAEL WIDGERY, LOGAN ALLANSON |
Geometry Global |
ART DIRECTOR |
MICHAEL WIDGERY, LOGAN ALLANSON |
Geometry Global |
COPYWRITER |
VIKO FERRARI |
Geometry Global |
DESIGNER |
MUHAMMED OMER |
Geometry Global |
DESIGNER |
NICK WALSH |
Geometry Global |
GENERAL MANAGER |
KATE BEVAN |
Geometry Global |
CLIENT SERVICES |
SAMI MOUTRAN |
Memac Ogilvy PR |
PUBLIC RELATIONS TEAM |
SOPHIE WORDLEY, CHARLOTTE TANSIL |
Memac Ogilvy PR |
PUBLIC RELATIONS TEAM |
DR. YOUSIF AL ALI |
ROADS AND TRANSPORT AUTHORITY |
CHIEF EXECUTIVE OFFICER |
ZAINAB M. ALKASSAB |
DUBAI TAXI CORPORATION |
MARKETING AND SALES MANAGER |
MAHMOUD AL RASHEED |
ARABIAN RADIO NETWORK |
GENERAL MANAGER |
LUKE MORRIS |
Magnet |
GENERAL MANAGER |
ERIN GILCHRIST |
Magnet |
PRODUCER |
JUAN CERNADAS |
Magnet |
DIRECTOR OF PHOTOGRAPHY |
GHASSAN NAJI |
Magnet |
GRAPHICS |
PAUL EMOS |
MOUSE MEDIA |
TECHNICAL DIRECTOR |
SOUHEIL ZAHREDDINE |
Beyond Post |
Editor |
RALPH VAN DIJK |
EARDRUM |
DIRECTOR |