By leveraging advanced technologies, Renault's mission is to redefine the boundaries of vehicle safety and striving to provide drivers and passengers with the utmost protection on the road. But this strive expandes onto overall road safety towards everyone using the same road, cyclists, motorists, pedestrians etc.

To introduce Renault's Human First Paltform initiative in Hungary, Renault wanted to show their commitment in action on the roads of Budapest.

The campaign objective was to make people aware of Renault’s dedication to road safety, educate drivers while making the roads of Budapest safer for cyclists.

To draw attention to the problem while actually contribute to road safety, we transformed in-app geo-targeted digital ads into real-time traffic signs and alerts to reach drivers at the right place and time, on locations with heavy bike traffic areas with the most cycling accidents, found through data going back in years.

The 'The road we share' campaign in Budapest was launched by Renault with the aim of mitigating the high rate of fatal road accidents involving cyclists, a statistic that stands at 63% higher than the EU average.

The core of our strategy was to raise awareness to cyclists by calling drivers to 'Share the road' with them by targeting them at the right place and right time to get their attention and raise awareness of cyclists. For which our solution was to utilize Waze – the most used GPS navigational app in Hungary – and target their users on the road on heavy bike traffic areas where the most cycling accidents happened over the years. The objective was having the highest reach and impression amongst drivers and to contribute real-time to make the roads safer in Budapest.

By mining and analyzing years' worth of traffic, location, and accidents data and capitalizing on the Waze's prevalent use amongst drivers, we crafted geo-targeted digital ads on the app to alert drivers, all placed strategically on 21 locations spread around Budapest for 4 months period on heavy bike traffic areas where the most cycling accidents happened over the years. As they stopped at these location, they got alerts as banners and pins, with messages alerting them to watch out for cyclists, bicycle junction approaching, heavy bike traffic ahead and overall share the road with bikers.

During the 4-month campaign period, we delivered the following results:

3 416 662 overall impressions

25% of Waze users reached in the area

Every 8th driver was alerted in Budapest

13.200 possible cyclist accidents prevented