| Activation Campaign | ||||
| Client | CEAT LIMITED | |||
| Brand | CEAT TYRES | |||
| Agency | Team CEAT – Group M | |||
| Brief | CEAT champions the cause of road safety in India. Everyone knows about the dangers of reckless driving and the need for road safety rules but they don’t care. Advertising messages fall on deaf ears. Our task was to involve the consumer so as to make a behavioral change. | |||
| Solution |
CEAT decided to involve & educate kids who grab most attention to further educate the rule breakers. At Kidszania & 25 schools, we first educated kids about the traffic rules & got them to record 5 messages to their fathers imploring them to drive safely. These messages were sent via mobile as calls to respective fathers during the Road Safety Week. | |||
| Results |
Safety is in the DNA of the brand CEAT and what better platform than road safety week to highlight the perils of unsafe driving practices and that too, through kids – Shashank Golani, Senior Brand manager, CEAT limited Brand recall of CEAT associated with road safety went up by 15% • Engaged 4000 kids • Recorded 20000+ messages • Twitter trend at #4 • Reached 3.6 mn users • 0.12 mn interactions |
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