In Russia, talking or texting on the phone while driving is the second biggest cause of accidents after drink-driving. But Russians love taking part in radio phone-in shows, even when they’re behind the wheel. Insurer SM Polis wanted to change this habit – with a radio campaign. At first only one radio station agreed to run the spots, which featured “live” broadcasts of drivers crashing their cars in the middle of phone calls to the station. The campaign got so much media coverage that other radio stations relented and agreed to run the ads, as well as encouraging listeners to park before they called. |
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| Titulo | Stay Live. Stay Alive |
| Brief | People in Russia are constantly on their phones while driving, and radio phone-in shows exacerbate this problem. SM Polis Insurance fought against the habit by collaborating with a popular call-in radio show. When a presenter got a call from someone who was driving at, he immediately disconnected the call and broadcast the sound of a car crash. After a moment of scary silence the presenter revealed it was not a real crash and explained the danger of using phones while driving. |
| Agência | Voskhod |
| Campanha | Stay Live. Stay Alive |
| Anunciante | SM Polis Insurance |
| Marca | SM Polis Insurance |
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| Posted | Janeiro 2018 |
| Sector Empresarial | Somente assinantes |
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| Tipo de Mídia | Rádio |
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| Director criativo | A...ey Gu......lin Somente assinantes |
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