Agency: Ogilvy
Objectives
The objective was to identify and align with a road safety message with which we could engage with the consumers in a mature way. The road safety as a message was chosen as it aligned with our Car Insurance business.
Strategy
We thought of many ways to go about this, but the basic approach was to be authentic, engaging but not preachy, deliver a gut punch but not in a personal way. We looked at many ideas but thought the idea of having someone who lost someone to a drunk driving accident will be able to...