NRMA: Mind Your Driving
A digital campaign created during 2021 ‘s lockdown, promoting safe driving as things open up.
INSIGHT: Studies show during Covid, our driving skills got worse, with increased report sof accidents due to distracted and erratic driving.
IDEA: Turn driving into a mindfulness activity, promoting focus and building better mental health habits.
Digital:
We team up with Google Maps to create a “Mindful Driving Mode”, which incorporates a drive-focussed guided meditation into the usual street directions.
30” TVC: Leaving The Office
Radio: Listen To Your Car
This part of the campaign would consist of two consecutive radio spots that would be played one after the other.
Ad Spot 1:
CAR:
Hey, it’s your car. Our relationship has bumpy, uphill moments, but we’ve stuck them out. You take care of me; let me return the favor. I know you’re dealing with some tough times, so here’s a tip. For the next 30 seconds, I want you to focus on me, the way I sound, the way I feel, even the way I smell. As you navigate me along this road, let all your other thoughts and worries pass by you. Trust me, you’ll feel better if you focus on the journey, not the destination. Ready?
Ad Spot 2:
This ad spot consists of 25 seconds of silence. Followed by the stinger
NARRATOR:
Focus on the journey and mind your driving. Brought to you by NRMA.
Other work to check out…
