The AMZS Driving Safety Center (Slovenian AAA) asked us to improve their market position and change the false assumptions of the youth about the legally mandated driving safety course as something that's "a totally pointless expense" and a "lame obligation". The last thing they need is another "serious" and "boring lecture", where "some dude is going to brainwash them on how to live their lives".
Unfortunately, the youth has no idea that the driving safety program is something completely different. 8 hours of full experience and knowledge, where they receive valuable practical experience in driving safety and where they can test their own ability under extreme, but safe, circumstances.
We used the creative platform to take the boring concepts of »rollover«, »obstacle avoidance«, »understeer«, and replace them with their own words, and share their exciting experiences on social networks. We added an array of hashtags, used by the youth to describe their experiences in social media such as Facebook, Instagram, and Youtube.
As part of the sweepstakes campaign, we conceived and produced a video experiment »The most severe drive of your life«. 13 sceptical winners selected by the sweepstakes were secretly included into an experiment where we used technology to detect, measure, and add up the number of their smiles and emotions during the challenges of the driving safety course. The fun experiment allowed the young attendees to discover how educational and amusing the driving safety course at the AMZS center in Vransko can be.