2018 Winners & Shortlists

DON'T DRIVE

Client/BrandTOUCH
Product/ServiceDON'T TEXT AND DRIVE CAMPAIGN
EntrantJ. WALTER THOMPSON BEIRUT, LEBANON
Type of EntryIntegrated
Idea Creation J. WALTER THOMPSON BEIRUT, LEBANON
Production THE FILM HOUSE Beirut, LEBANON

The Campaign

If people are not willing to stop texting while driving, perhaps they should stop driving. Introducing touch don’t drive. A fully-integrated campaign of 12 channels that invited texters to keep texting, but to stop driving.

Creative Execution

A fully-integrated campaign of 12 channels that invited texters to keep texting, but to stop driving, with TV, Radio, outdoor, print and online depicting relatable personas who use their phones behind the wheel… So how did people get around? All campaign elements led to touchroadpartners.com, where a pool of alternative transportation solutions was made available, accessed on the touch app as well, with special touch promotions just for non-drivers: Need a ride to the office? Carpolo’s your answer. Out to dinner? Careem’s ready. Need something picked up? Onlivery can handle it. To further anchor the don’t drive initiative on ground, we created the Right Seat activation, inviting people to stop driving and to get in the right seat, the passenger seat. PR efforts gathered digital influencers who joined the activation.

In a population of 4 million: - 1.8 million film views on social media. - High level of participation in activation. - An integrated campaign with almost 85% of the population reached. - Half a million dollars of earned media and PR. Ultimately, the don’t drive campaign encouraged a shift in the population’s thinking, with solutions made available to further push the Lebanese to embrace this new habit.

The don't drive campaign was built on more than 12 online, offline, PR, ATL and BTL channels to reach the maximum number of people with its awareness message.

We set out to raise awareness and encourage a new habit in the Lebanese population: keep texting but stop driving. To ensure the implementation of our strategy on ground, we provided a pool of alternative transportation solutions, with special promotions for non-drivers. All made available on touchroadpartners.com and the touch app. To maximise reach, we integrated over 12 channels of social media, interactive, promotion, activation, film, online films, radio, outdoor, BTL flyers, press conferences among others.

Credits

Name Company Position
Nicolas Geahchan J. Walter Thompson Beirut Regional Executive Creative Director
Paola Mounla J. Walter Thompson Beirut Creative Director
Maral Ghanma J. Walter Thompson Beirut Head of Copy
Elie Nasr J. Walter Thompson Beirut Art Director
Jennifer Sarkis J. Walter Thompson Beirut Arabic Copywriter
Tarek Haddad J. Walter Thompson Beirut Managing Director
Hadi Abukhuzam J. Walter Thompson Beirut Account Director
Ramzy Salhab J. Walter Thompson Beirut Account Manager
Mohamad Kobrosly J. Walter Thompson Beirut Account Executive
Edgard Jinbachian J. Walter Thompson Beirut Head of Production
Clara Tomb J. Walter Thompson Beirut Agency Producer
Frederic Ephrem The Film House Executive Producer
Hady Syriani - Director
Youssef Nassar - Photographer
Lara Haddad touch Chief Communications Officer
Ghada Barakat touch Corporate Communications and Relations Manager
Charbel Noun touch Corporate Communications and Relations Officer
Links
Website URL