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SAFETY TRUCK
LEO BURNETT ARGENTINA, Buenos Aires / SAMSUNG / 2015
Awards:
Overview
Credits
Overview
BriefExplanation
TITANIUM
CampaignDescription
Samsung in Argentina not only offers electronic products, but has also a truck fleet in charge of distributing those products across the country. The roads these trucks usually travel are very dangerous, even more so when overtaking, since they are mostly two-way roads. Accordingly, overtaking has become the main cause of traffic accidents in Argentina.
That is why we designed the Samsung Safety Tuck.
Samsung trucks will have a camera installed on the front that will send the images it records to screens placed on the rear of the truck, showing what’s coming ahead on the road. This is how the cars behind the truck will be able to see if there are cars coming the opposite way and overtake the truck safely.
Effectiveness
RESULTS TO DATE:
OVER 1.400.000 SAFE KILOMETERS TRAVELLED
OVER 24.200 SURPASSES. ZERO CRASHES.
PLANS TO IMPLEMENT A SAFETY-TRUCK LAW THAT REQUIRES ALL TRUCKS LONGER THAN 7 METERS TO BECOME SAFETY-TRUCKS.
Implementation
Samsung’s truck fleet drives across Argentina from top to bottom, thousands of daily kilometers, which turns the trucks into itinerating promotional elements, giving the brand a new image that brings Samsung closer to the people. The truck itself becomes an outdoors sign, a digital support, and a new means of load transportation. But above all, it becomes the possibility to reduce traffic accidents.
Relevancy
We wanted people to perceive Samsung as a brand that uses technology for good social causes. A brand that cares about people, not to be only perceived as cold and technologic, but as a brand that makes its technology available to improve quality of life.
We therefore used their own trucks - that daily travel thousands of kilometers in Argentina - to solve a problem as important as traffic accidents caused by overtaking, and to promote at the same time a technology brand that constantly intends to approach people in a more emotional way.
We knew that the roads these trucks drive on are two-way roads, which makes them dangerous when overtaking. That’s why we decided to make a good use of the Samsung truck fleet, redesigning the trucks and saving lives that way. We got the brand closer to the people and most importantly; we decreased the number of traffic accidents.
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