The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Innovation & Transformation / Innovation in Data
Annual ID
OS23_CU043M
About the Work
There are over 800 000 drivers in South Africa that use the navigation app Waze to move around the country. The problem is that the app takes the drivers on the fastest route to their destination, and not the safest. In South Africa, there are over 30 000 hijackings reported in a year. The current solution is street signs that are placed in crime hotspots.
Vodacom, South Africa’s largest data and mobile telecommunications company, wanted to find a new way to keep our roads safer, using their wide network coverage and data.
We cross-referenced national police data with car-tracker data and historical reports to determine the roads where most hijack incidents occurred. Once identified, we used the data to create a geo-fence of real-time Waze ads, placed around the most dangerous roads.
The mobile ads were activated by the driver’s approach, which alerted them of the possible danger ahead. It gave them the option to be rerouted around the crime hotspot without having to change their end destination – all communicated through the most popular navigation app in the country.
The efforts were bolstered by using real-time data to deploy live ads to new hijack zones as they were reported – focusing on high-risk periods and times of day.
2023 Awards
Total Points: 3
Merit
Credits
Digital Agency
VMLY&R South Africa / Johannesburg
Production Company
Carat / Johannesburg
Media Distribution Company
Carat / Johannesburg
Art Director
Fumani Khumalo
Copywriter
Leon Kotze
Simon Fabricius
Zinhle Mbatha
Chief Creative Officer
Debbi Vandeven
Ryan McManus
Creative Director
Warwick Rautenbach
Designer
Adam Whitehouse
Executive Creative Director
Ana Rocha
Nkgabiseng Motau
Strategist
Atiyya Karodia
Agency Producer
Wendy Machanik
Account Manager
Alexandra White
Marketing director
Jorge Mendes
Thami Majola
Thato Soato
Marketing manager
Deidre Lodwig
Media Manager
Matthew Arnold
Ronnel Mudaly
Related Awards
