Watch this video before reading this blog!
How many of you guys text while driving? From the Infographic above sourced from http://www.textinganddrivingsafety.com/texting-and-driving-stats/, the stats are pretty shocking! we mean whilst texting and driving, the driver drives the equivalent distance to the length of a football field without looking! This is pretty reckless not only to you but to the other drivers on the road.
VW recognised that this problem exists within the community and wanted to create a campaign that brought to life the dangers of texting and driving or so aptly put, driving under “intextication.” They created a graphic commercial in April targeted at young people in Hong Kong.
The advert took place in a movie theatre and placed a location based broadcaster in the room that allowed VW to send a mass text to everyone in the cinema all at once. The audience see a first person view of a man driving on a very quiet road. Then everyone in the theatre gets a message. Unable to not check the message, most of the movie goers took their eyes off the screen to check their phones, as this happened, the car crashed into a tree, which startled the audience.
The very powerful message stunned audiences, those checking their phones didn’t even see the accident coming, and that’s the point. This clever advert will hopefully shock a few drivers into not texting whilst driving. Although using mobile technology in a very clever way and being extremely efficient; in shocking first time watchers, this stunt could not be pulled off more than once to the same group of people thus, making the message not as powerful. Also, only those who were willing to give out their mobile number before the movie would have received the message.
There are some practicality obstacles in terms of doing this stunt on a larger scale as well as the risk of having the advert seen by people that are not unique visitors. Overall VW’s stunt was sheer genius and a product of impeccable timing.