senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

Annoying Music Saves Lives in Ukrainian Seatbelt Stunt

06/10/2020
192
Share
BBDO Ukraine worked with taxi app Bolt, using an unconventional tactic to encourage people to wear a seatbelt
In Ukraine, over 75% of drivers do not wear seatbelts. This means that hundreds of road traffic deaths there could have been prevented if people changed their behaviour.

Transportation platform Bolt recently partnered with the agency BBDO Ukraine and production company DGTL RLGN to convince people to fasten their seatbelts, using an unconventional method.

Across the Russian-speaking world there is a genre of music called ‘blatnaya pesnya’, a kind of ‘shanson’ music that often depicts and romanticises criminal subculture and the urban underworld. In Ukraine, taxi drivers frequently play this kind of music, often to the annoyance of their riders.

BBDO Ukraine decided to use this kind of music for good. Creating a song in the genre that people couldn’t stand. Then Bolt drivers played the track loudly as they picked up passengers. 

The lyrics hinted at the message - “Save your ears. Fasten seatbelt” - but when riders asked their Bolt drivers to turn down the annoying song, they couldn’t. The only way to stop the racket was to plug in your seatbelt. The car had been specially adapted so that as soon as the passengers were riding safely, their ears would be saved from the din of the annoying music.



Brand
Agency / Creative
Production
SIGN UP FOR OUR NEWSLETTER
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0