“The Awareness Traffic Light”, the action of Honda and Almacén that went viral The campaign reached 11M views and 2M "likes" on TikTok in just 24 hours. Traffic light that detects motorcyclists who are without helmets. Until the driver puts on his helmet, the traffic light does not turn green. Honda Safety is the Honda department whose mission is to promote the practice of safe driving. To publicize the importance of wearing a helmet, this action was developed in the Municipality of Campana. “The objective of the action was to put the issue of helmet use back on the agenda. For that we needed a disruptive idea. We chose technology as a facilitator of this need ”, commented Walter Onorato from Almacén. María Fernanda Ledesma Padilla, Honda Marketing Deputy Manager, added: “The traffic light was the excuse for all of us to talk again about the importance of wearing a helmet. We knew that our final challenge was to change the bad habit of 4 out of 10 people who ride motorcycles in Argentina. ”“ We sowed the action on networks with a video posted by an influencer on Tik Tok. In just 24 hours it climbed to unthinkable levels: 11 million views, 2 million likes and almost 100,000 shares ”, Onorato completed.
Filosofia
As part of the Safety campaign, the agency and the Japanese company Honda developed a traffic light with a face detector for motorcyclists who are without helmets. Until the driver puts on his helmet, the traffic light does not turn green.
Problema
In Argentina, 44% of the victims in traffic accidents are young people on motorcycles. And 4 out of 10, do not wear a helmet.
Risultato
60.000.000 Organic views, 4.000.000 interactions, 230.000 shares, 24.000 results on google search. The FIA (International Automobile Federation) contacted us to expand the project throughout Latin America.