Santa Makes a Late Delivery in Responsible Driving Spot from DGT
The Christmas season is that time of the year where joy takes a hold of us, but also hastiness, which, on the road can have some grave consequences. Under said rationale, the new DGT campaign, created by Accenture Song, reminds us that no matter how important the journey may be, what truly matters is arriving there, even if late.
For Juan Silva, chief creative officer "rather than talking about the negative consequences of reckless driving, as we did in past campaigns, we're sending out our message of awareness from a positive and optimistic outlook: that when we're prioritising safety, it's okay to arrive late".
With the goal to battle recklessness on the road and create social awareness about the responsibility of drivers during a season when millions of people are travelling, Accenture Song resorts to the most important journey of all: that of Santa Claus. A story with an emotional but optimistic angle that reminds us that when someone loves us, they are happy to wait for us.
This 360º campaign launches today on television, cinemas and radio and on wide distribution through digital media, social media, press and outdoor media. Press advertisements and outdoor digital formats are highlighting Santa's Journey. On radio ads, children are at the forefront, begging Santa to slow down. A message from which parents and the general adult population can take cues from.
On the digital front and social media profiles for the DGT, the protagonists send their message through short audio visual clips in a fresh and light hearted tone, and on the website, the Dirección General de Tráfico encourages drivers to drive as slow as Santa, presenting the cool, quiet roads of the North Pole for contrast. It In addition, it includes a reverse letter, in which Santa is the one who, this time, makes wishes, giving us useful tips for driving more safely. And to spread the news of Santa's trip, a special edition newspaper has been produced for the general and trade media.
