DISTRACTION

TitleDISTRACTION
BrandPRUDENTIAL BSN TAKAFUL BERHAD
Product / ServiceFINANCIAL SERVICES
CategoryB03. Consumer Services
EntrantNAGA 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

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

Results and Effectiveness

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.

Creative Execution

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.

Insights, Strategy and the Idea

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.