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Don't scroll and drive

Mazda

Issue 44 | September 2017

Agency

BBR Saatchi & Saatchi

Creative Team

CCO Idan Regev Creative Team Ran Even, Roy Zoaretz, Gal Mamalya, Idan Kligerman, Ori Hasson

Production Team

Production VP Content & Production Dorit Gvili Creative Coordinator Eva Hasson

Other Credits

CEO Yossi Lubaton VP Client Services Ben Muskal Account Supervisor Aviv Benzikri Account Executive Gil Gershon Strategy Supervisor Lora Goichman

Date

July 2017

Background

"Distracted driving" is what they called it.

It was what happened when drivers took their eyes off the road to scroll down their Facebook feed to check who had liked their latest profile picture.

It was dangerous. And it led to many unnecessary deaths.

Idea

That's why Mazda decided to launch a new campaign, smack in the middle of people's social feed, right as they were scrolling down it.

A car races across the page and crashes. The screen appears to shatter as a result.

It was a salutary warning to drivers to leave the phone alone.

Results

Within just 9 hours, "Don't Scroll & Drive" 'achieved a reach of 215,571.

  • Minutes viewed: 20,161
  • Video views: 95,828
  • Reactions: 1,454
  • Comments: 208
  • Shares: 162

Our Thoughts

Programmatic is the science of delivering the right message to the right people at the right time. At first I thought how clever it would be if this ad was delivered to drivers while they were driving. Ah yes, said the agency, we did think of that but then decided it would be even more distracting to drivers.

It would have been ironic if a road safety message ended up endangering lives.

The point is, they could have targeted this ad that narrowly. And that's what makes this such an extraordinary time in advertising. Data really is king but without creativity it doesn't add up to much.