Cannes Lions
PUBLICIS IMPETU, Montevideo / ALEJANDRA FORLAN FOUNDATION / 2013
Overview
Entries
Credits
Execution
The car worked as a live signal. Nobody was indifferent to it, and most of the drivers changed their attitude and slowed down their speed. It also generated a big impact on media, spreading the message from routes to TV, newspapers, internet, radios, etc.
Outcome
The Real Safety Car was a Low Budget action. It cost around 20.000 dollars.
It was developed in January, the most populated month in Uruguayan routes cause of the summer holidays. Daily, more than 3000 drivers viewed the Safety Car in routes. So, more than 90,000 drivers were directly contacted by the action.
It also created a lot of free press for the Foundation and the Government gave us their support and diffusion.
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