After a successful pitch, FCB Zurich is starting the new prevention campaign „Eyes on the Street“ on behalf of the Swiss Insurance Association and the Touring Club Switzerland. The aim of the campaign is to offer less distraction and more safety on Swiss roads, because distraction behind the steering wheel has become one of the most common causes of accidents in Switzerland.
Instead of the raised index finger, the Zurich agency uses two sympathetic characters. The Lefty and Righty eyes literally embody the campaign motto „Eyes on the Street“. You’re tired of drivers talking on the wheel, reading and writing text messages, searching for music from the playlist or even adjusting the navigation system while driving. That is why they start their own movement to convey their message to people: if you drive distracted, you are driving dangerously.
The three-year campaign includes four TV spots, five different print and poster sujets, a web and Facebook site as well as the specially developed „Drive Mode“ app for smartphones and other advertising media. All measures take up the positive tone of the campaign without neglecting the urgency of the message. For example, the „Driving Mode“ app playfully animates users not to use their smartphone while driving. Those who stick to it collect safe kilometers and take part in a contest every week.
Agency: FCB Zurich Switzerland
