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.

Use their addiction (social media) against them, in a shocking and unexpected manner.

The automotive industry uses facebook 360 in a very conventional way. To simply display the interior of the car. We used it to tell a story of what would happen if someone were on the phone while driving.

Why talk to people on other mediums when we can shock them on the very same medium they are abusing while driving? And 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.

In our facebook 360 execution, something unexpected happens. When social media addicts scroll through the post, they first see someone using social media on the phone while driving. But as they scroll further, they are met with a harsh reality, of what happens when you take your eyes off the road.

We found a way to hack the image and almost create a 540 or 720 depending on where the accident would take place.

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.