People in Mexico are used to text while driving, even it is prohibited, they keep doing it.

The main reason people think it's not that dangerous, they are aware that they can damage their car but they haven't realized they can get seriously injured.

When you text while driving you are 4 times more likely to have an accident severe enough to cause serious injuries.

One of the fastest car in Mexico is MINI, so as part of their corporate social responsibility program MINI decided to do something about it.

Demonstrate the dangers of texting while driving to help reduce the possibility of people getting injured.

We built 30 letters (2.5 x2.5 meters each) and placed them all around the city.

But they were no ordinary letters, they were injured letters, connecting texting with accidents.

Next to the letters people were invited to download “The Word Blocker” app by MINI.

Based on GPS and the users speed, the app automatically activates, disabling all calls and messaging alerts.

Incoming callers receive a preset, automated, SMS.

App users accumulate safe kilometers, share their score and route on social networks and invite friends and followers to download the app.

Press and outdoor added exposure to the multi touch campaign.

RESULTS:

1 in 4 MINI clients asked about the app.

Earned media exceeded 40,000 USD in the first month.

So far we’ve had more than 33,000 safe kilometers.

In just one week, there were more than 10,000 tweets and comments on Facebook.

Apple refused to participate in the project because the app limits the iPhone’s functionality.