Spikes Asia
OGILVY & MATHER SHANGHAI, Shanghai / DIDI / 2017
Overview
Entries
Credits
Background
In China, 98% of people don’t fasten the seat belts in the backseat. Resulting in thousands of deaths each year.
In March 2017, a new law was passed penalising back-seat passengers for not belting up. But thousands continued to ignore it.
So Didi, the largest one stop transportation platform in China wanted to help solve the problem.
Description
We fitted several Taxi’s including Didi Express and Premier cars with our new taxi light, with an LED screen that shows an icon of a seatbelt.
When the passengers belt up safely, the light shows the icon coming together.
But passengers who don’t fasten their belts will be obvious to passers-by. As well as the Police of course.
Execution
We fitted several DIDI taxi’s including our Express and Premier cars with our new taxi light, with an LED screen that shows an icon of a seatbelt. When the passengers belt up safely, the light shows the icon coming together. But passengers who don’t fasten their belts will be obvious to passers-by. As well as the Police of course.
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