ROADS THAT HONK

Short List
TitleROADS THAT HONK
ClientHPCL
Product / ServiceHP LUBRICANTS
CategoryD07. Wayfinding & Signage
EntrantHINDUSTAN PETROLEUM CORPORATION LTD Mumbai, INDIA
Idea Creation LEO BURNETT INDIA Mumbai, INDIA
Media Placement LEO BURNETT INDIA Mumbai, INDIA
PR LEO BURNETT INDIA Mumbai, INDIA
Production LEO BURNETT INDIA Mumbai, INDIA

The Campaign

We wanted to save these lives by getting drivers to slow down to avoid accidents and collisions. Our idea is 'Roads that Honk.' We created smart life poles with radar technology. that communicates with each other on both sides of the hairpin turns and alerts drivers with the sound of a horn. The radar on the smart poles reads the speed of the vehicles, and then communicates with the smart life pole at the other end. These smart life poles then alert the drivers on both sides by honking. Honking lets the drivers know about the approaching vehicle, so now, even if a driver is approaching a turn at 60 km/hr., he would have enough time to slow down. And cross safely. And our choice of amber LED lights will only reinforce the drivers on both sides to slow down and cross each other safely.

Creative Execution

We started by installing the device at both sides of these deadly turns. And when a car came within its radar, it would alert the driver with a horn and a light. The installation was 7ft tall, making it visible for drivers while they are speeding. The hollow gap in between makes it much more light and portable. It has been intentionally designed in the shape of a signal light, and the amber color only reassures drivers to slow down. The smart poles are powered solely via clean solar energy, and takes only 3-4 men and roughly 2 hours to set up. This pole is a MS/Lacquer glass finish, in order to withstand any given weather condition. HP Lubricants in association with NHAI took this technology all across India at every accident-prone zone. To make every highway in the country a safe road to drive on.

Indication of how successful the outcome was in the market

Over 3.8 million views on YouTube within a week. 50 million Media impressions were generated in the first 3 hours of the launch. 105 million media impressions since the release. Over 15 million social media reach. Roads that honk technology received an overwhelming response from the auto media as well as people across various social platforms. The biggest takeaway came when even Dharmendra Pradhan, the Minister of Petroleum and Natural Gas of India spoke about the technology innovation. National Highway Association of India is installing this technology across all major hairpin bends that were accident prone and were threat to drivers. Even the Saudi Ministry of Transportation is installing the smart life poles in their country Within 2 weeks, data suggested that over 8 out of 10 speeding drivers slowed down at these turns. And accidents were reduced by 45% on these hairpin bends.

On the hairpin bends, drivers are uncertain of whether or not a vehicle is approaching from the other side of the bend, which often leads to over speeding, causing major accidents and casualties. As drivers, it is humane to miss the signs, or ignore them entirely. Especially in extreme weather conditions such as rain, snow and heavy fog. Sometimes, drivers even choose not to honk at hairpin turns, thinking there wouldn’t be a vehicle approaching from the other end. So, with our idea of Roads that Honk, we have eliminated any given chance of dependency, because sound is the one and only medium that a driver cannot ignore. And our choice of amber LED lights will only reinforce the drivers on both sides to slow down and cross each other safely. Because at the end of the day, one car slowed down, is just as good as one life saved.

Credits

Name Company Position
Leo Burnett India Leo Burnett India Creative Agency
Links
Video URL