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, “but in fact, it's the smell of an accident.†The false fragrances come in “Accident†for women and “Crash†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.
Burnt Rubber as a Fragrance Ad
Don't Call & Drive Campaign
Trend Themes
1. Sensory Advertising - Using scent in advertising campaigns to create a unique and immersive experience for consumers.
2. Disruptive Awareness Campaigns - Creating innovative awareness campaigns that go beyond traditional methods to capture attention and engage audiences.
3. Unconventional Promotional Strategies - Implementing out-of-the-box promotional tactics that challenge traditional advertising norms.
Industry Implications
1. Advertising and Marketing - Opportunity for advertising agencies to explore sensory advertising techniques and create impactful campaigns for their clients.
2. Automotive - Opportunity for automotive companies to collaborate with creative agencies to raise awareness about the dangers of distracted driving in unique and impactful ways.
3. Perfume and Fragrance - Opportunity for perfume and fragrance brands to push the boundaries of traditional advertising by incorporating unconventional scent-based promotions and storytelling.