Accidents can happen to anyone!
Year/ID:
2009 / G38008
Group:
G - Media Campaigns
Subgroup:
Television, radio, cinema
Award:
Golden Drum
Registrant: ARSENOAIEI & MATASELCountry: ROMANIABrand name: Road SafetyAdvertiser: Bucharest PoliceAdvertising agency: Arsenoaiei&Matasel (Bucharest)Creative director: Emilian Arsenoaiei
Media campaign explanation: Challenge:In the context of the increasing number of car accidents, the Bucharest Police asked for a prevention campaign, with zero media budget.Idea/ StrategyEven if the public is aware of the increasing number of traffic accidents, the general attitude is: It cannot Happen to me!We decided to prove that... Accidents Ccould happen to anyone!For 10 days, we convinced major TV presenters, singers, dancers, VJs, DJs, actors and sportsmen to make a shocking appearance: live, in wheel chairs, on television!Results:- 5 million Romanians were exposed to the message, live, in primetime, on television alone. - in Bucharest the number of car accidents dropped by 20%.All with Zero media budget.
Media agency: Arsenoaiei&Matasel (Bucharest)Strategic planner: Razvan Matasel
