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SUB CATEGORY :
BEST USE OF AMBIENT: LARGE SCALE
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COMPANY ENTERING :
MRM//MCCANN SINGAPORE, SINGAPORE
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ENTRY TITLE :
LOST IN THE RAIN
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BRAND :
CHEVROLET
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ADVERTISER :
GENERAL MOTORS
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AGENCY :
MRM//MCCANN SINGAPORE, SINGAPORE/ COMMONWEALTH//MCCANN, SINGAPORE
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SENIOR VICE PRESIDENT REGIONAL DIRECTOR :
RAYMUND CO
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COUNTRY HEAD :
VIJAY JACOB
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CREATIVE DIRECTOR :
DANTE ABELARDE
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COPYWRITER :
CODY LIEW
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ART DIRECTOR :
NIGEL HENG/JASMINE LIM
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ACCOUNT DIRECTOR :
DEEPAK KOHLI
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ACCOUNT MANAGER :
REGINA RODRICKS
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STRATEGIC PLANNING DIRECTOR :
MARK BLAIR
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AGENCY PRODUCER :
PRANAV CHOUDHARY
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SENIOR PROJECT MANAGER :
ROSHNI KHANNA
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HEAD OF OPERATIONS :
KRISTA CHURCH
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POST-PRODUCTION COMPANY :
SEMICOLON, SINGAPORE
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EDITOR :
TAN/WEI TING
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POST PRODUCER :
BENJAMIN TAN
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THE BRIEF :
INDIA IS KNOWN AS HAVING THE WORLD’S HIGHEST TRAFFIC ACCIDENT RATES, WHERE UP TO 17 PEOPLE DIE FROM ROAD ACCIDENTS EVERY HOUR, MANY OF THEM PEDESTRIANS. AND ACCIDENTS ARE UP TO 5 TIMES MORE LIKELY TO HAPPEN WHEN IT RAINS. WITH THE COMING MONSOON IN 2016, CHEVROLET SAW AN OPPORTUNITY TO ADDRESS THE PROBLEM, WITH THE OBJECTIVE OF RAISING AWARENESS FOR ROAD SAFETY TO HELP PREVENT THE LOSS OF LIVES.
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THE STRATEGY :
AN INTEGRATED STRATEGY WAS CREATED STARTING WITH AMBIENT AT ITS HEART: INNOVATIVE ROAD SIGNS THAT ONLY APPEAR WHEN ROADS ARE WET TO WARN PEDESTRIANS AND DRIVERS TO TAKE CARE AT DANGEROUS CROSSINGS. THE INSTALLATIONS CREATED CONTENT FOR A VIDEO DISTRIBUTED TO ONLINE AND SOCIAL AUDIENCES THROUGH FACEBOOK AND YOUTUBE. FOOTAGE FROM THE ON-GROUND INSTALLATIONS WERE PROVIDED FOR NEWS PUBLICATIONS(TV AND ONLINE) TO REACH THE WIDER NATIONAL AUDIENCE. ONLINE VIEWERS WERE LED TO AN EDUCATIONAL WEBSITE, AND PR EFFORTS WITH EVENTS AT LOCAL CHEVROLET DEALERSHIPS HELPED FURTHER AWARENESS AND EDUCATE THE PUBLIC ON KEEPING SAFE ON THE ROADS.
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THE EXECUTION :
CAMPAIGN PERIOD: 18 JULY – 28 AUGUST USING A HYDROPHOBIC SPRAY ON THE ROAD, WE STENCILED STORIES OF REAL ACCIDENT VICTIMS AT CROSSINGS THAT ONLY APPEAR WHEN ROADS ARE WET TO WARN PEDESTRIANS ABOUT TO CROSS, AS WELL AS SAFETY WARNINGS FOR VEHICLES TO DRIVE WITH CARE. TO AMPLIFY THE REACH OF THE STORIES AND MESSAGES, A VIDEO OF THE MESSAGES APPEARING WITH PEDESTRIAN REACTIONS WAS DISTRIBUTED ON FACEBOOK AND YOUTUBE. A 30 MINUTE SEGMENT ON CNN AS WELL AS CNBC, TV18 AND IBN7 ABOUT THE INNOVATIVE SIGNS DROVE MAINSTREAM AWARENESS WITH OTHER STATIONS AND PUBLICATIONS RIDING ON.
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THE RESULT :
THE ONLINE VIDEO GARNERED OVER 14.2 MILLION VIEWS DRIVING 3.7 MILLION ENGAGEMENTS ON SOCIAL AND DREW A +92% POSITIVE SENTIMENT SCORE WITH USERS PRAISING THE SAFETY INITIATIVE.
MOST IMPORTANTLY, THE WET SIGNS CAPTURED MEDIA ATTENTION WITH LOCAL AND INTERNATIONAL NEWS COVERING THE CAMPAIGN, INCLUDING A 30-MINUTE SPECIAL EPISODE ON CNN AS WELL AS COVERAGE ON CNBC, TV18, IBN AND OTHER NETWORKS RAISING THE SUBJECT OF ROAD SAFETY DURING THE RAINY SEASON INTO A NATIONWIDE CONVERSATION. WITH USD114,000 TOTAL MEDIA OUTLAY, THE CAMPAIGN BEAT EVERY DIGITAL, PR AND SOCIAL ENGAGEMENT KPI, AND INDUSTRY BENCHMARKS BY 200-600% IN LESS THAN ONE MONTH.
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