In an effort to encourage drivers to look out for mopeds and scooters when on the road, the Road Traffic Safety Department in Latvia launched a campaign using miniature scooters. Small toy mopeds were placed on the ground at a gas station. As people and cars passed by, they occasionally crushed it or knocked it over. An accompanying tag-line that read "Scooter: small and vulnerable" was painted next to the toy.
Ad agency !Mooz designed and executed the campaign at a Statoil gas station. By placing a small scooter on the ground where people may not notice it, !Mooz is driving home the fact that drivers should be vigilant at all times. Even if people passing the installation manage to avoid the scooter, the message still gets across.
Camouflaged Scooter Campaigns
This Road Traffic Safety Campaign Tricks Drivers with a Mini Scooter
Trend Themes
1. Road Traffic Safety - Opportunity for disruptive innovation: Develop new technologies or strategies to improve road safety and raise awareness about the importance of being vigilant while driving.
2. Toy-based Awareness Campaigns - Opportunity for disruptive innovation: Create interactive and attention-grabbing campaigns using miniature objects or toys to convey important messages and capture public's attention.
3. Creative Advertising Tactics - Opportunity for disruptive innovation: Explore unconventional advertising techniques that surprise and engage audiences, enabling messages to resonate more effectively.
Industry Implications
1. Automotive Industry - Opportunity for disruptive innovation: Develop advanced safety features and technologies for vehicles to prevent accidents involving mopeds and scooters.
2. Advertising Industry - Opportunity for disruptive innovation: Find innovative ways to create impactful campaigns that effectively raise awareness about road safety and generate engagement.
3. Toy Industry - Opportunity for disruptive innovation: Collaborate with organizations and campaigns to create toy-based educational tools that promote safety awareness and behavior.