Title | DISTRACTION |
Brand | PRUDENTIAL BSN TAKAFUL BERHAD |
Product / Service | FINANCIAL SERVICES |
Category | B03. Consumer Services |
Entrant | NAGA DDB/RAPP MALAYSIA SELANGOR, MALAYSIA |
Entrant Company: | NAGA DDB/RAPP MALAYSIA SELANGOR, MALAYSIA |
Advertising Agency: | NAGA DDB/RAPP MALAYSIA SELANGOR, MALAYSIA |
Media Agency: | VIZEUM Kuala Lumpur, MALAYSIA |
Credits |
Name | Company | Position |
---|---|---|
Raymond Ng | Naga DDB/Rapp Malaysia | Writer/Associate Creative Director |
Chow Kok Keong | Naga DDB/Rapp Malaysia | Art Director/Creative Group Head |
Danny Chin | Naga DDB/Rapp Malaysia | Art Director |
Ted | Naga DDB/Rapp Malaysia | Writer/Executive Creative Director |
Ruben Kelvin | Naga DDB/Rapp Malaysia | Account Servicing |
Azmir Abd Malek | Naga DDB/Rapp Malaysia | Group Account Director |
Liew Wai Fun | Naga DDB/Rapp Malaysia | Account Director |
Chase Lim | Naga DDB/Rapp Malaysia | Account Manager |
This visual radio advertisement generated over $50,000 in free publicity from press coverage and public feedback. It was also one of the radio stations highest recalled advertisements.
Here’s how it worked: Apart from music, radio stations transmit text messages on the radio console (usually to show the name of the radio station). We got a popular radio station to transmit Prudential BSN’s road safety text message on a continuous loop during rush hour.
Research showed that 80% of road accidents are caused by distractions while driving. The brief from the insurance company, Prudential BSN, was to develop an advertisement to get drivers to keep their eyes on the road. A major source of distraction while driving is the radio. So we developed a radio advertisement to get drivers to stop fiddling with the car radio controls while driving. The advertisement appeared where drivers least expected an advertisement. On the digital display of the radio console.