ROADS THAT HONK

Innovation Spike
TitleROADS THAT HONK
ClientHPCL
Product/ServiceHP LUBRICANTS
CategoryA02. Applied Innovation
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

Our idea is 'Roads that Honk'. We created smart poles with radar technology, in order to get drivers to slow down at deadly hairpin turns. The radar on the smart poles reads the speed of the vehicles, and then communicates with the smart pole at the other end. These poles then alert drivers to slow down with the sound of a horn. 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. 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. Because at the end of the day, one car slowed down, is one life saved.

Creative Execution

We designed smart life poles with radar technology that reads the speed of the approaching vehicles at both ends, and then communicate with each other to alert drivers on both sides of the blind curve with the sound of a horn. The sound indicates the drivers to slow down and cross each other safely. The smartlife poles are an advanced networked vehicle detection and warning system. The main components are: Vehicle detection and speed sensing radar, warning system that comprises of LED and a horn, power supply, motherboard and software and 865 MHz radio for networking of the poles. These poles are MS/Lacquer glass finish, in order to withstand any given weather condition – rain, snow or fog.

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.

The Jammu-Srinagar highway in India is voted as one of the world's deadliest highways. 80% of car accidents on this highway occur at dangerous hairpin bends, since drivers seldom know what is coming from the other side of the blind spot. Our idea is 'Roads that Honk.' The world's first ever road that honks at drivers to avoid head on collisions and casualties. With the use of radar and sound, our product was the first of a kind solution to respond directly with speeding drivers, getting them to slow down and drive safely around deadly hairpin turns.

Credits

Name Company Position
Leo Burnett India Leo Burnett India Creative Agency
Rajdeepak Das Leo Burnett India Chief Creative Officer
Saurabh Varma Leo Burnett India Chief Executive Officer
Dheeraj Sinha Leo Burnett India Chief Strategy Officer
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