Background
There are over 800 000 drivers in South Africa that use the navigational app Waze to move around the country. The problem is that the app takes the drivers on the fastest route to their destination, and not the safest.
In South Africa, there are over 30 000 hijackings reported in a year, making it the country with the most hijackings around the world. There simply aren’t enough police to help bring down these numbers. The current solution are street signs that are placed in crime hotspots to let drivers know when they are entering a high-risk area. But this effort is too late. Vodacom, South Africa’s largest data and telecommunications companies,
wanted to find a way to keep our roads safer. But how can Vodacom keep drivers safe using their wide network and data in real-time, while the people are already on their journeys throughout the country?
Idea
WE USED THE POWER OF MOBILE TO KEEP DRIVERS SAFE.
We created the mobile-driven “ANTI HIJACK ADS”; We bought hundreds of geo-located Waze ads around dangerous roads in South Africa, based on real-time crime data, and turned them into Hijack alerts that let drivers know when they are heading towards a crime hotspot area, and diverted them to safety with a simple tap on the banner.
Cannes Lions 2022
Sliver: Mobile - Use of Real-time Data
Bronze: Creative Data - Data-driven Targeting
Bronze: Mobile - Social Purpose
Shortlist: Mobile - Use of Mobile
Shortlist: Mobile - Mobile led creativity
Shortlist: Creative data - Data-enhanced Creativity
D&AD 2023
Shortlist: Mobile
Sliver: Mobile - Use of Real-time Data
Bronze: Creative Data - Data-driven Targeting
Bronze: Mobile - Social Purpose
Shortlist: Mobile - Use of Mobile
Shortlist: Mobile - Mobile led creativity
Shortlist: Creative data - Data-enhanced Creativity
D&AD 2023
Shortlist: Mobile
One Show 2023
Merit: Creative Use of Data – Innovation
Merit: Creative Use of Data – Innovation
Loeries 2022
Craft Gold: OOH Crafts - Use of Technology
Craft Gold: OOH Crafts - Use of Technology
Sliver: Digital Communications - Data-driven
Silver: OOH - Transit & Air
Bronze: Media Innovation - Single Medium Element
Silver: OOH - Transit & Air
Bronze: Media Innovation - Single Medium Element
