A Sirious Safety Message
Toyota
Issue 36 | September 2015
Agency
Saatchi & Saatchi Sweden
Creative Team
Nordic ECD Jason Mendes Creative Director Regner Lotz Creatives Casper Christensen, Rene Schultz Assistant Copywriter Jacob Norremark Assistant Art Director Stefan Arnoldus
Date
July 2015
Background
Android and Apple had both introduced features that allowed their users to talk to their phones without touching them. Many drivers in Sweden automatically activated their Siri settings when they got into their cars so they could still talk and search online but keep their hands on the wheel.
Idea
Even with hands-off, using a mobile phone while driving is dangerous, accounting for 25% of all accidents in the UK and the USA.
What happened was a radio ad from Toyota was played out in peak drive-times.
MVO: 25% of all accidents are caused by people talking on their mobile phones. Hey Siri, please switch phone to airplane mode.
If Siri was turned on, the phone would answer, "Are you sure?",
MVO: Yes, it is dangerous to drive while the phone is on.
Results
Unknown
Our Thoughts
The ambition across all media these days is to be interactive, to get the consumer involved somehow or other. Radio, though, has often seemed to be stuck in the past, always in transmit mode and never in receive. So quite why an innovative idea like this didn’t get a single nod from the Radio jury is beyond me.