2019 Winners & Shortlists

BMW "DON'T SOCIAL AND DRIVE"

BrandBMW MIDDLE EAST
Product/ServiceALL CARS
EntrantSERVICEPLAN Dubai, UNITED ARAB EMIRATES
CategoryInnovative Use of Social or Community
Idea Creation SERVICEPLAN Dubai, UNITED ARAB EMIRATES
Media Placement ZENITH Dubai, UNITED ARAB EMIRATES
Production LITEMATTER Fujairah, UNITED ARAB EMIRATES

Background.

The average UAE resident spends around 3 hours 11 minutes on social media. While all the happy, shiny updates, memes, cat videos and filters are amazing, they also correlate with something terrible. #DistractedDriving. As per RTA Dubai, being on the phone reduces your driving ability by 37%. An alarming 50% of youth accidents in Dubai occur because of using mobile phones and social media while driving. In 2018, Dubai Police had issued close to 50,000 fines for using mobile phones while driving.  And yet we don’t seem to care. We keep repeating such irresponsible behavior, which is evident from more than 27,000 Instagram posts with #whiledriving. BMW, a premium automotive brand that creates superior driving experiences, wished to bring their social media community's attention to responsible social-free driving.

Describe the creative idea.

Scrolling your social media feed on the road endangers a lot more lives around you that you are unaware off.

Describe the strategy.

To draw attention to the perils of distracted driving, we decided to turn the medium against itself.  Our approach was to reach out to our social media community with a hard-hitting message that would catch them off-guard in a shock-and-awe manner. Our message was simple - there's no socializing on the road.

Describe the execution.

The execution uses a familiar facebook feature, 360 degree interactive posts to get the message across in an unexpected and interactive way. Social media addicts when scrolling through the post, first see someone on their social feed while driving. But as they scroll further, they are met with a harsh reality. Endangering theirs and other people’s lives on the road.

List the results.

Our campaign (with both organic and promoted posts) reached out to over 1.88 Million unique Facebook users generating more than 7 Million impressions. Within a week the campaign garnered over 79,500 post engagements with 5900+ reactions, 120+ comments and 335+ shares. Many fans responded with highly positive comments as it reminded them of similar cases and incidents they have faced on the road. Many even praised the brand of not being afraid to take a radical stand against a common issue effecting us all.

Credits

Name Company Role
Jason Romeyko Serviceplan Global Executive Creative Director
Wayne Fernandes Serviceplan Middle East Associate Creative Director
Victor Farias Serviceplan Middle East Associate Creative Director
Chitra Mahesh Serviceplan Middle East Art Director
Barry McGrath Serviceplan Middle East Senior Account Manager
Natalie Shardan Serviceplan Middle East General Manager
Kunal Ghosh Serviceplan Middle East Senior Strategist
Frances Valerie Bonifacio Serviceplan Middle East Head Of Strategy
Merrihan Elshazly Plan.Net Middle East Social Media Manager
Estefania Luque Diaz Serviceplan Middle East Video Content Producer
Nassima El Mounfalouti Zenith Media Account Director
Rita Kteiche Zenith Media Senior Media Manager
Hisham Salem Zenith Media Media Manager
Petra Ahwach Zenith Media Media Manager
Sabine Gwinner Serviceplan Germany Senior Creative Operations Manager
Ona Linda Johnson Serviceplan Middle East Account Director
Links
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