2017 Winners & Shortlists

The Campaign

RYMCO created the Warning Voice - a feature that plays personalized voice messages recorded by loved ones.

Execution

A Nissan vehicle was outfitted with the Warning Voice, replacing the usual speed limit warning sound. We then contacted family members of reckless drivers, and recorded their personalized message to their loved ones. Drivers with a history of accidents and excessive speeding were then invited to a test drive, unaware of what would come. Once they started to speed, the regular speed alarm switched to an unexpected voice message by the loved ones urging them to slow down.

In the first three days, the case went viral and reached more than 500k views, in a country with 1.5 million drivers. Subsequently, RYMCO/Nissan received hundreds of requests - mostly from parents - to implement the feature, while Nissan Global decided to adopt this innovation worldwide. Finally, reckless drivers who experienced this feature had an immediate change of behaviour.

The Situation

In a country where reckless driving is everywhere, RYMCO sought to showcase how much they care about drivers and car safety by speaking to them directly and creating tangible change in a dangerous environment.

The Strategy

Countless campaigns in Lebanon have tried to tackle the issue of reckless driving to no avail, We set out to create real behavioural change by speaking to these drivers directly using their loved ones. We targeted drivers with a history of accidents and excessive speeding, and captured the experience of them hearing their loved ones through a powerful and immersive online video.