2019 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

The work communicates a brand message and connects with consumers in an unexpected way. GMC created an experience by demonstrating how real and urgent a local issue is.

Background

During summer, the Gulf region can easily hit 50oC but there is one place that gets even hotter. Under the sun, the interior of a car can easily heat up to 30oC more than outdoor temperatures. A fatal combination for kids who have been left in locked cars. A kids’ body heats up 3-5 times more than an adult’s body due to a thermic regulatory system that isn’t mature yet, exposing them to a heatstroke could be fatal. Despite the warnings, multiple cases of kids’ deaths in locked cars are reported every year.

Describe the creative idea.

GMC created ‘Forgotten Toy.’ A demonstration of what many children locked in cars suffer every year. A project aimed to raise awareness on this problem, generating a reminder for parents and the public. ‘Forgotten Toy’ is a toddler sized-toy designed to withstand temperatures of up to 52oC. More than enough to lead a child to hyperthermia, dehydration and heatstroke

Describe the strategy.

People don’t appreciate that a parked car can be over 30 °C hotter than the outside; they don’t understand that 75% of a car’s maximum temperature is reached in 5 minutes; and many parents clearly believe that leaving a child in a car is an acceptable risk. Our strategy was to take an issue that only becomes news when the worst happens, and make it news well before any child comes to harm in a car.

Describe the execution

We placed the Forgotten Toy in several places. GMC car dealers, toy stores, in order to capture parents’ reactions. The toy turned into a media sensation and through the use of their phone parents were able to unveil why the toy disfigured. They had been exposed to the truth with a final message which made them aware of the issue.

List the results.

Since the campaign was aired on 21st of February 2019, we actually don't have relevant results to showcase. On the ground, instead, 100% of all the people who were exposed to our message immediately realized the importance of this initiative. When they saw the toy, they quickly associated it with all the kids who had fallen victim to the last years’ heat waves. They understood how important this project was and how much awareness is needed to bring these kinds of accidents down to zero.