BMW is known for offering the most advanced safety features, and this one of the reasons drivers choose this luxury brand over the competition. With standard and optional safety features that lead the class, BMW vehicles are equipped to keep you and your family safe, no matter where you travel.

Even so approximately 1.35 million people die each year in car accidents and the number just grows. 18 % of Hungarians are involved in a road accident at least once in a lifetime.

How many safety features are enough to stay safe?

That’s why BMW created Mental Airbag - A safety feature that helps drivers to stay calm.

This year, the brand took it to the next level and helped drivers eliminate one of the primary causes of accidents: the human factor.

Thus, BMW is the first car brand to guarantee safety not only through physical features like drowsiness detection, but also by providing mental support for drivers to stay focused and calm in the toughest traffic situations.

Mental Airbag playlist was made in collaboration with Spotify and Waze. With the help of experts, we have created a series of audio materials that will help drivers with mindfulness techniques when they need it the most.

The audio material consists of 6 exercises that provide relevant assistance to different traffic situations, such as morning traffic jams, rush hour traffic jams, typically complicated and busy road sections in Budapest, motorway traffic jams and traffic jams after accidents.

By using Waze’s algorithms we targeted Mental Airbag at the most stressful and dangerous roads of the country. Mental Airbag was integrated in BMW’s CarPlay system but we made it available to everyone through Spotify. We were also able to start a lot wider conversation about the mental state and the importance of drivers.

As media support we built up an integrated campaign using digital, out-of-home and PR advertising, concentrating on touchpoints where we could reach drivers in the most relevant road situations:

? waze zero takeover ad (geotargeted big cities and transport hubs)

? spotify audio ad (geotargeted transport hubs with GPS coordinates ; overweighted morning and evening drive times ; targeted on-the-road playlists)

? billboards

? pr talks

Mental Airbag became the most listened branded podcast playlist on the Hungarian market and we reached ~20% of regular Hungarian podcast listeners.

We were also able to start a lot wider conversation about the mental state and the importance of drivers.