Driving mobility awareness with "The Safest Promo" campaign

How to make an impact by not showing a promo

For our mobility campaign with Ethias, we wanted to feature innovative insurance options for cars, EVs, and bikes, focusing on engaging drivers safely. The challenge was clear: captivate drivers with Ethias's promotional offerings without compromising their attention while driving. Our strategy? Deliver the message effectively by not displaying it at all, ensuring road safety remains the top priority.

Together with Ethias, we devised a multifaceted approach that ensured safety remained at the forefront:

• Innovative Radio Spots: We made a radio ad using stereo recording to address drivers with the left speaker and passengers with the right speaker separately, ensuring drivers kept their focus on the road while passengers learned about our promotions.
  Check out the radiospot here: https://soundcloud.com/springbok-agency/ethias-mobiliteit-radio-thermisch
   
• Subtle Out-of-Home (OOH) Advertising: OOH roadside ads were designed to grab attention without distracting drivers by deliberately obscuring the visual offer elements, doubling as both a promotional and awareness-raising effort.
   
• Relevant visibility and messaging: Once people got out of their vehicles, off their bikes or chose to commute via public transportation, people were fully introduced to "The Safest Promo" (e.g. ads in gas stations, train stations, social media, television, and a digital banner campaign).

Creating safety and awareness

Ethias and Springbok set a new standard for responsible advertising with "The Safest Promo." By leveraging creative solutions to ensure the safety of their message delivery, they not only promoted Ethias’s mobility solutions but also reinforced the importance of attention on the road. This campaign stands as a testament to the power of creative collaboration in achieving marketing objectives without compromising public safety.