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The lost contact
- 1. ROAD SAFETY
- 2. INTENT Being the leading passenger car manufacturer in India, Maruti Suzuki needs to show the nation its stance on road safety.
- 3. Disrupt behaviour backed by strong insight, hard-hitting message and a creative device.
- 4. *1 in 4 car accidents are caused by texting/talking on the cell phone while driving. The use of mobile phones while driving is the single most causative factor of death on roads.*
- 5. People don’t realize that this one text/call might be the last time they’ll ever be in contact with their loved ones. They willfully take an unnecessary risk - one which many took, and few survived. INSIGHT
- 6. What’s the role of Maruti Suzuki, the largest passenger car manufacturer in India?
- 7. What’s the role of Maruti Suzuki, the largest passenger car manufacturer in India? Drive home the message “Don’t use your phone while driving”.
- 8. What’s the role of Maruti Suzuki, the largest passenger car manufacturer in India? Drive home the message “Don’t use your phone while driving”. Appeal to the instinct to protect loved ones through impactful story telling/selling. HOW?
- 9. What’s the role of Maruti Suzuki, the largest passenger car manufacturer in India? Provide utility-based solutions. Drive home the message “Don’t use your phone while driving”. Appeal to the instinct to protect loved ones through impactful story telling/selling. HOW?
- 10. What’s the role of Maruti Suzuki, the largest passenger car manufacturer in India? Provide utility-based solutions. Drive home the message “Don’t use your phone while driving”. DRIVE MODE Car fitment which jams the driver’s phone signal via Bluetooth. Appeal to the instinct to protect loved ones through impactful story telling/selling. HOW? HOW?
- 11. The fear of losing someone you love forever is petrifying. Especially the thought that any phone conversation with them could be the last.
- 12. ‘Take care of yourself’ can mean that they no longer can. ‘I am almost there’could mean that they never reach.
- 13. ‘Waiting to see you guys’ can start a never-ending wait for you. ‘It was great meeting you’ could be the last time you ever meet.
- 14. The untimely accident of a loved one is devastating. Once you’ve lost contact, they can never come back.
- 15. Once you’ve #LostContact, there’s no coming back. Stop your loved ones from using their mobile while driving.
- 16. Aawareness Ssearch Aact Sshare STORIES HUB SOLUTION interest I EXTENSION Video On-ground Radio Social Display Outdoor Showrooms Microsite Drive Mode Native Repackaging RECALL
- 17. Aawareness Ssearch Aact Sshare STORIES HUB SOLUTION interest I EXTENSION Video On-ground Radio Display Outdoor Showrooms Microsite Drive Mode RECALL Native Repackaging
- 18. The Video We meet the real family members of victims who died because they were texting/talking on their phones while driving. We get them to read out messages/recall the last words exchanged between them and the deceased right before the accident took place.
- 19. The Video A hard-hitting emotional video, that will end with the CTA: A #LostContact never comes back. Stop your loved ones from using their phone while driving. Get them Drive Mode.
- 20. On-ground We’ll get artists to create art installations at the exact spots where these car crashes/accidents (caused by using a phone while driving) took place. Each piece will include a replica of the damaged mobile phone (as it was found at the accident) alongside a informative placard about the victim’s life, accident and the campaign.
- 21. On-ground The installation will symbolically depict the scale of chaos caused by the untimely usage of this tiny object. Video content can be created around people’s reactions to these installations.
- 23. Aawareness Ssearch Aact Sshare STORIES HUB SOLUTION interest I EXTENSION Video On-ground Radio Social Display Outdoor Showrooms Microsite Drive Mode RECALL Native Repackaging
- 24. Mobile Showrooms In mobile showrooms, where all the new handsets are displayed, we will place a shattered phone. People will get curious seeing a shattered phone amidst brand new ones. Next to this phone will be a placard with the #LostContact story, and a tablet through which they can explore the microsite.
- 26. Web Banners An interactive web banner to drive home the message. Syncing mobile phones with laptop screens.
- 30. Outdoor Our outdoor will be placed next to traffic lights, and will only reveal itself when the light is red/all cars are stationary. The hoarding will display the last message received from a victim’s phone within a phone/dialogue box, with a CTA.
- 31. Outdoor These were ______’s last words before s/he forever lost contact with those who mattered most. A #LostContact never comes back. Stop your loved ones from using their phone while driving. Get them the Drive Mode at www.thelostcontact.in
- 32. Radio RJ MENTIONS: ”Aur waqt aa gaya hai mere jaane ka, aur aakhiri gaane ka, par mein kal phir rahunga aapke contact mein, par kuch log ban jaate hai lost contact. Check out thelostcontact.in to ensure that you never have a lost contact.
- 33. Other Touchpoints ‘The Lost Contact’ kiosks at hospitals and chemists, where users can explore the campaign and order Drive Mode. Social media will act as an important repository of the campaign message, which will further be amplified through regular content.
- 34. Aawareness Ssearch Aact Sshare STORIES HUB SOLUTION interest I EXTENSION Video On-ground Radio Social Display Outdoor Showrooms Microsite Drive Mode RECALL Native Repackaging
- 35. Microsite The microsite is the central point for the campaign. It will be repository of all videos, social mentions, and installation details. It will also be a primary purchase channel for Drive Mode. All communication will direct the consumer to the microsite.
- 43. Aawareness Ssearch Aact Sshare STORIES HUB SOLUTION interest I EXTENSION Video On-ground Print Radio Social Display Outdoor Showrooms Microsite Drive Mode Native Repackaging RECALL
- 44. DRIVE MODE
- 45. What is Drive Mode?
- 46. A signal jamming fitment that can be fit into the charging point of a car, which syncs to the driver’s mobile via Bluetooth. As soon as the car turns on, the fitment is activated. What is Drive Mode?
- 47. What is Drive Mode? • Jams the phone signals temporarily • Sends automated message to the caller or anyone who is texting the driver. <MGA INTEGRATION>
- 48. While purchasing, family members/friends can pre-install a personalized message which will automatically go to the person calling/texting the driver. Hi, my husband is driving on Drive Mode. I want him safe, and I’m sure you do too. He’ll get in touch with you shortly. If you too never want to lose contact with your loved one, keep them safe while driving by getting them Drive Mode from <link>
- 49. It will be available for purchase at:. www.thelostcontact.in MGA website All dealerships Where can you buy it?
- 50. How does it work?
- 51. External Hardware + Mobile app A BLE enabled USB charger which fits in a car’s cigarette light socket. The mobile app, when activated, locks the screen and jams signal.
- 52. The lock screen can be unlocked by a predefined gesture. Drive mode can be disabled by removing the hardware, or switching off Bluetooth When the user enters the car, the phone automatically turns on Drive Mode. The application locks up the phone.
- 53. BLE will be 4.0 spec complaint. Will work only with phones that support Bluetooth 4.0 and above (BLE). Technical Specifications This application also needs 10-point multi touch capability. Will fit in a standard car cigarette lighter socket
- 54. Aawareness Ssearch Aact Sshare STORIES HUB SOLUTION interest I EXTENSION Video On-ground Print Radio Social Display Outdoor Showrooms Microsite Drive Mode Native Repackaging RECALL
- 55. The campaign’s strong message will only gain greater recall value with it’s dissemination through native content and other third party platforms. Native content
- 56. The campaign can be repurposed and repackaged on topical occasions (Mother’s / Father’s / Children's / Valentine’s / Friendship day) as the gift of safety for your loved one. Topical repackaging
- 57. The packaging and communication on the microsite can be altered accordingly as well.
- 58. This will sustain and reinforce the relevance of our cause over a long period of time.
- 59. Don’t be one. Don’t let your loved one be one.
- 60. A brand that helps you protect your loved ones, and saves lives.
- 61. THANK YOU
Editor's Notes
- second car on road is Ours….we need to show where we stand and what measures we will take to ensure safe roads, and safe commuters. THOUGHT LEADERSHIP – WE CARE FOR THE SOCIETY – ROAD SAFETY IS THE CLOSEST TO OUR DNA
- For that we plan to disrupt an existing behaviour
- Break many traffic laws, road rage, jumping traffic lights, wrong side…BUT…………. NATIONAL SAFETY COUNCIL
- People ignore something that’s obvious
- - If you can’t appeal to the driver, appeal to the person who cares for their safety the most.
- - Differentiate MSIL from other brands – walk the talk - Tangible solution which will make a real difference
- - When our loved ones aren’t with us, we’re constantly worried about their safety.
- - These texts/calls from them may seem harmless at the time, but if things go wrong, there are real consequences to be faced.
- -
- All that remains is a memory, and an unused contact on your phone. ITS THERE ON MY PHONE BUT I CANT USE IT. I CAN SEE IT, BUT ITS LOST.
- - Keep the people you love safe.
- - Success of campaign hinges on connecting with the audience in every stage of the consumer journey
- - Appeal to instinct to protect loved ones through powerful communication
- - Let the waterworks speak for themselves. Better than anything scripted.
- https://www.youtube.com/watch?v=9oo8jabh6nI
- Can be interpreted in any form – sound and/or light, objects, spatial, optical illusions –the artist chooses to best interpret the story.
- - Reactions to the installations can be used to further compel people by supplementing initial video content
- - Purely references, not an exact rendition of what we have in mind – open brief to be given to artists
- - Continuously reinforce the message on multiple platforms
- shock value
- - Can be in multiple formats, will be most impactful in expand-o form.
- - Can be in multiple formats, will be most impactful in expand-o form.
- - Can be in multiple formats, will be most impactful in expand-o form.
- - Can be in multiple formats, will be most impactful in expand-o form.
- - Reinforce thought that drivers should never look at a phone (in their hand or hoarding) when a car is moving
- - Can be adapted for regional renditions
- - Conversations will start on social media, people will share their personal stories too – UGC/brand ambassadors /infulencers - Why kiosks at chemists/hospitals? Places where you see people and families suffer/where you go to avail care for loved ones
- - Single destination/repository – one stop shop for the lost contact story
- - The actual solution/the star of the campaign - Giving people an actual way to keep their loved ones safe
- - Everything leads to this
- - Only for the driver’s phone, not passengers . EXTERNAL DEVICE
- - Only your loved ones can compel callers to respect the driver’s safety
- - Still developing to perfect the device as much as possible
- - Listicles, native articles, case study, etc.
- - On every occasion we’ll appeal to a different stakeholder, thereby making the campaign dynamic and recyclable.
- - Longevity
- A holistic and impactful campaign which maps across all stages of the consumer journey and actually saves lives.