Saatchi & Saatchi's Don't Call & Drive campaign raises awareness on the dangers of talking on your cell phone while driving. Instead of gory photos, the Czech campaign lets you smell the consequences of your actions. Disguised as fragrance ads, the campaign is found in magazines, billboards and on postcards scented like "a unique fusion of burnt rubber, brake fluid and excrement." They look like perfume ads, â€œbut in fact, it's the smell of an accident.â€ The false fragrances come in â€œAccidentâ€ for women and â€œCrashâ€ for men.
The campaign was for T-Mobile and Autoklub CR.
Trend Hunter loves featuring clever marketing ideas from Saatchi & Saatchi, and Jeremy Gutsche even had the chance to do an interview with CEO Kevin Roberts.
Stats for Burnt Rubber as a Fragrance Ad
Trending: Older & Average
Research: 4,795 clicks in 449 w
Interest: > 3 minutes
Concept: Burnt Rubber As A Fragrance Ad
Related: 68 examples / 52 photos
Segment: Neutral, 12-55
Comparison Set: 25 similar articles, including: homey manhole covers, bacteria-resistant pillow cases, and exotic butter-based spreads.
Burnt Rubber as a Fragrance Ad
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