The idea: Demonstrate the dangers of texting while driving to help reduce the possibility of people getting injured.
Execution: We built 30 letters (2.5 x2.5 meters each) and placed them all around the city. But they were no ordinary letters theywere injured letters, connecting texting with accidents.
Next to the letters people was invited to download “The Word Blocker” app by MINI. Based on GPS
and the users speed, the app automatically activates, disabling all calls and messaging alerts.
Incoming callers received a preset, automated, SMS. App users accumulated safe kilometers, share their score and route on social networks and invited friends and followers to download the app.
On the letters, people could find the running total of safe kilometers driven by all app users.
Press and outdoor added exposure to the multi touch campaign.