
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.