Nissan India recently launched a one-of-its-kind Road Safety campaign to address the issue most commonly faced on the Indian roads – Traffic Accidents.
The campaign named Nissan Safety Driving Forum was themed around safety measures and precautions to be taken on the road while driving. The sole objective behind initiating this campaign in India was to push the message to as many people as possible in order to make a collective effort & make the roads safer. While the campaign had offline activations in three cities namely Delhi, Mumbai & Chennai, as Nissan’s digital agency, we promoted the campaign on all digital channels including the Nissan India Facebook page.
We designed and developed a fun Quiz app on Facebook for the NSDF Campaign. The content for the quiz app was sharply designed around some basic facts, precautions and rules related to road safety, adding just the right amount of wit where required.
“The Quiz app for NSDF had a purpose; the purpose of putting up a strong message forward in a fun and a light tone of voice. Not many people are aware of the fact that India has the largest number of fatalities from road accidents. The intention of this quiz was not to scare people, but to educate them. To encourage them to have safer road trips, to follow the rules & to be aware of the consequences of neglecting them”, says Vishal Kashyap, Creative Head, Phonethics Mobile Media.
While the quiz app had some interesting & fun graphics created by us, the Leader board displayed the top scorers of the week. This added a lot of transparency to the app in terms of weekly winner announcements.
The benefits of social media apps are slightly circumspect even though Facebook now makes it mandatory to run all contests through apps. Given the media spends and the large fan base we got more than a thousand people playing the quiz within the first few hours. One wishes though for a more elegant solution to running social contests.