A public service advertisement was launched for a leading foreign carmaker to prevent habitual texting while driving and promote safe driving culture as part of its social responsibilities.
It was a true social communication campaign where a BMW brand and its online initiative had major impact on the real lives of its enthusiasts with a small thumb ring.
The campaign targeted summer vacation season marked by increased traffic and accidents on the road.
It provided real-world simulated driving experience online and tracked user responses by sending mobile text messages.
Those who unconsciously answered the quiz sent to their mobile phone were advised against the practice in this humorous and pleasant experience which raised their awareness on safe driving.