THANKS HANDS

TitleTHANKS HANDS
BrandGUANGQI HONDA
Product / ServiceGUANGQI HONDA SAFETY CAMPAIGN
CategoryE02. Costs / Creative Performance PR Campaign
EntrantGDAD-HAKUHODO Guangzhou, CHINA
Idea Creation GDAD-HAKUHODO Guangzhou, CHINA
PR GDAD-HAKUHODO Guangzhou, CHINA
Production GDAD-HAKUHODO Guangzhou, CHINA

Credits

Name Company Position
Shuting Xue GDAD-HAKUHODO Advertising CO.,LTD Activation Planning Director
Yun Feng GDAD-HAKUHODO Advertising CO., LTD Account Director
tatsuya.kameyama GDAD-HAKUHODO Advertising CO., LTD Senior Account Director
Lingyun Xie GDAD-HAKUHODO Advertising CO., LTD Account Manager
tetsuaki.hosono GDAD-HAKUHODO Advertising CO., LTD Strategic Director
Yani Xie GDAD-HAKUHODO Advertising CO., LTD Activation Planner
Yan Shang GDAD-HAKUHODO Advertising CO., LTD Strategic planning director
kentaro.usui GDAD-HAKUHODO Advertising CO., LTD Creative Director
Yujia Sun GDAD-HAKUHODO Advertising CO., LTD Art Director

The Campaign

We found that the root cause was lack of driving etiquette. Combined the traditional Chinese etiquette expression - "hands" with the understandable “Thank you” action -waving hands, we created a “THANKS HANDS” symbol to show gratitude. Compared with conventional way of sermonizing drivers, we changed our main target and advocated the “Thank you” action when sharing the road. By encouraging pedestrians to show appreciation to drivers, we hope to attract more drivers to follow.

The Brief

Overall budget?CNY 1,310,000.00 (USD 189,855.07) 1. Media Tie-up?Campaign site design, Traffic manual production?& Media Press budget? CNY860,000 (USD124,637.68) 2. Event Planning and Execution budget?CNY450,000 (USD 65,217.39)

Execution

In order to enhance the credibility and influence of the “THANKS HANDS”, we aligned with the Guangzhou traffic police department, delivering traffic manners lectures in primary schools and Guangqi Honda safety education bases. By doing so, we hoped children could know how to show gratitude like waving their hands to drivers. Also we would post "THANKS HANDS" Bus-BODY ad on school buses and encouraged drivers to show gratitude to courteous pedestrians, attracting more parent drivers and other drivers’ attention on “THANKS HANDS” action. To turn parents into ambassadors to promote “THANKS HANDS” action, we distributed “THANKS HANDS” car stickers and watch the traffic manners comics with children online, enhancing parent drivers’ understanding of “THANKS HANDS” action. Due to the limited budget, automotive media would be chose to reach more drivers. It helped this understandable driving etiquette be widely spread as soon as possible.

Through this campaign, 95% of responses thought that the safety image of Guangqi Honda has been improved. 82% of participants said they would like to join us to spread the “THANKS HANDS” action. Over 10,000 viewers browsed the campaign site in one and half month. And the “THANKS HANDS” action has been reported by a number of media, the media conversion value reached USD 650,000, and the ROI reached 345%. A new and simpler traffic gratitude manner is rooting and sprouting in China.

The Situation

In China, 90% of traffic accidents were caused by cutting in or running a red light. The root cause is lack of driving etiquette. Instead of sermonizing drivers, we changed main target into pedestrian and advocated the “Thank you” action when we were sharing the road. By combining the traditional Chinese etiquette expression which is using “waving hands” as “Thank you” action, we created a “THANKS HANDS” symbol to show gratitude. Through this PR campaign?a new and more simple traffic gratitude manner is rooting and sprouting around China.

The Strategy

Recently, children and school buses’ safety have gradually become social focal point. Therefore, we take children as the breakthrough. By teaching children “THANKS HANDS” action, they will deliver this idea to their parents and bring three times effect (child will thank to other drivers, their parents will make way for other children and influence more drivers as well). To maximize the impact, we chose schools as our target. For children?"THANKS HANDS" gymnastics would be organized to show students "Thank you" action through waving their hands to courteous drivers. Also we will post "THANKS HANDS" Bus-BODY ad on school buses and encourage drivers to show gratitude to courteous pedestrians. For parent drivers?we distributed “THANKS HANDS” car stickers and watch the traffic etiquette comics with children, molding parents as ambassadors to promote “THANKS HANDS” action. Due to limited budget, automotive media would be chose to reach more drivers.

Links

Social Media URL