Honda's #DrivingMath101 created 1.6 million impressions for road safety week

This UN Road Safety Week, Honda took up the mantle to do their bit in order to promote the cause by leveraging social media channels for their campaign, #DrivingMath101.

Brand

Honda Car India

Agency

Ogilvy One

Objective

Driving awareness around road safety on the occasion of UN Road Safety Week, Honda created an informal, intriguing yet simple form of communication for their social media audiences urging them to #SlowDown.

Execution

Preaching the hazards of speeding with a series of creative illustrations based around mathematical equations, these illustrations depicted different scenarios in which speeding resulted in hazardous results, such as the probability of accidents rather than reaching the destination quicker.

Honda being one of the most popular and enduring brands in the automobile sector, acted upon the following morbid statistics provided by the United Nations to raise awareness around the road safety week.

Speed contributes to around one-third of all fatal road traffic crashes in high-income countries, and up to half in low- and middle-income countries. Road traffic on the other hand kills more than 1.25 million people all over the world each year.

Lesson 4: The Last lesson. Chances of survival in an accident are inversely proportional to the speed. #SlowDown #DrivingMath101 pic.twitter.com/smrp7z7qhU

— Honda Car India (@HondaCarIndia) May 13, 2017

For four days, Honda posted one creative illustration per day under the #DrivingMath101 campaign during the UN Road Safety Week.

Also read: Droom creates Talking Gods to promote road safety

Posting the creatives at regular intervals resulted in a sustained reach and engagement for the brand, as the simplicity of the ‘chalk and blackboard’ illustrations managed to catch the eye of social media users.

Honda Car India made sure that all the conversations end with a note about how an increase in speed may lead to a fatality or injury of sorts, in terms of either post copies or our responses.

Results

The #DrivingMath101 campaign delivered 1.6 million impressions with an extremely low cost per impression rate for Honda. The campaign also gave Honda a 197% increase in post engagement.

The campaign received more than 70,000 Likes and 8000 comments on the ‘chalk and blackboard’ mathematical problems.

#DrivingMath101 also registered a cumulative Reach of 100k for Honda, and engagement of 80k on social media as the brand successfully put the word out during the UN Road Safety Week.

Based on strong creatives, #DrivingMath101 managed to create an impact during the Road Safety Week.