|
Challenge
How do we encourage motorists to drive safely
by promoting usage of ‘Smalltalk’
(hand-free mobile phone accessory) when
using a mobile phone while driving, thereby
reducing road accidents, and making people
feel more secure about taking to the road.
Better Ideas
• Take advantage of the publicity
generated from the Thai government’s
recent campaign criticizing the use of mobile
phones while driving by initiating a promotion
whereby Esso stations offer a special price
for hand-free mobile phone accessories,
as a way motorists can use mobile phones
while still driving responsibly.
• Joint promotion with influential strategic partners
from both the government and private sectors
whom along with Esso share a mutual interest
of making the roads safer. This in turn
raises the profile of Esso as social contributor.
Better Results
• The redemption rate of “Tiger
Smalltalk” was 5 times beyond the
expected target.
• Esso gained new
users and turned occasional users into loyal
customers.
• Esso achieved a
high level of brand awareness without having
to run a major campaign.
| “The contribution
DDB made to the success of this campaign
went far beyond driving business, raising
our brand awareness, or arranging a
great alliance with the public and private
sectors’. Thank you DDB, for your
support in cherishing our invaluable
stakeholders by providing quality of
life to our motorist and preventing
accidents caused by using mobiles phones
while driving.” |
| |
-
Kwansiri Bumrungsaksilp
Promotion Specialist
Esso (Thailand) Public Company Limited
|
|
About Far East DDB
