2017 Winners & Shortlists

The Campaign

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

Creative 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

The Warning Voice allowed reckless drivers to interact and witness firsthand the effect that their behaviour has on their loved ones. By hearing their loved ones plead for their safety, drivers played an active role in coming to terms with the consequences of their behaviour.

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.