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Roads That Honk

basics
Industry: Industrial & Agricultural
Media:Design & Branding
Market:India
Style: Minimalism
credit
Brand:
Agency:
Chief Creative Officer:
Creative Director:
Art Director:
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Other credit:Entrant Company: LEO BURNETT INDIA, Mumbai, India
Media Agency: LEO BURNETT INDIA, Mumbai, INDIA
PR Agency: LEO BURNETT INDIA, Mumbai, INDIA
Chief Executive Officer, Saurabh Varma, Leo Burnett India
Chief Strategy Officer, Dheeraj Sinha, Leo Burnett India
Executive Director & Branch Head, Rakesh Hinduja, Leo Burnett India
Sr. Vice President, Sidheshwar Sharma, Leo Burnett India
Creative Strategist, Himanish Ashar, Leo Burnett India
Creative Strategist, Ashish Gautam, Leo Burnett India
Brand Director, Hirosh Mulky, Leo Burnett India
Brand Director, Rumi Behramkamdin, Leo Burnett India
Head of Prodigious, Vandana Watsa, Prodigious India
Technologist, Rajeev Jha, Leo Burnett India
descriptioncnen
Strategy

On the hairpin bends, drivers are uncertain of whether or not a vehicle is approaching from the other side of the bend, which often leads to over speeding, causing major accidents and casualties. As drivers, it is humane to miss the signs, or ignore them entirely. Especially in extreme weather conditions such as rain, snow and heavy fog. Sometimes, drivers even choose not to honk at hairpin turns, thinking there wouldn’t be a vehicle approaching from the other end.So, with our idea of Roads that Honk, we have eliminated any given chance of dependency, because sound is the one and only medium that a driver cannot ignore. And our choice of amber LED lights will only reinforce the drivers on both sides to slow down and cross each other safely. Because at the end of the day, one car slowed down, is just as good as one life saved.
CampaignDescription

We wanted to save these lives by getting drivers to slow down to avoid accidents and collisions. Our idea is "Roads that Honk." We created smart life poles with radar technology. that communicates with each other on both sides of the hairpin turns and alerts drivers with the sound of a horn. The radar on the smart poles reads the speed of the vehicles, and then communicates with the smart life pole at the other end. These smart life poles then alert the drivers on both sides by honking.Honking lets the drivers know about the approaching vehicle, so now, even if a driver is approaching a turn at 60 km/hr., he would have enough time to slow down. And cross safely.And our choice of amber LED lights will only reinforce the drivers on both sides to slow down and cross each other safely.
Outcome

Over 3.8 million views on YouTube within a week.50 million Media impressions were generated in the first 3 hours of the launch.105 million media impressions since the release.Over 15 million social media reach.Roads that honk technology received an overwhelming response from the auto media as well as people across various social platforms. The biggest takeaway came when even Dharmendra Pradhan, the Minister of Petroleum and Natural Gas of India spoke about the technology innovation.National Highway Association of India is installing this technology across all major hairpin bends that were accident prone and were threat to drivers.Even the Saudi Ministry of Transportation is installing the smart life poles in their countryWithin 2 weeks, data suggested that over 8 out of 10 speeding drivers slowed down at these turns. And accidents were reduced by 45% on these hairpin bends.
Synopsis

The Jammu-Srinagar highway in India is voted as one of the world's deadliest highways, according to National Geographic. It has over 150 deadly hairpin bends. 80% of car accidents on this highway occur due to these hairpin bends, as drivers seldom know what is coming from the other side of the blind spot. They often miss the warning signs due to zero visibility and end up over speeding on these turns.The challenge was to get drivers to slow down at these hairpin bends to avoid road accidents and casualties.Our idea is "Roads that Honk." The world's first ever road that honks at drivers indicating them to slow down to avoid head-on collisions and casualties. The design and technology roughly estimated to $20,000 USD which includes transports, installation, etc.
Execution

We started by installing the device at both sides of these deadly turns.And when a car came within its radar, it would alert the driver with a horn and a light. The installation was 7ft tall, making it visible for drivers while they are speeding. The hollow gap in between makes it much more light and portable. It has been intentionally designed in the shape of a signal light, and the amber color only reassures drivers to slow down. The smart poles are powered solely via clean solar energy, and takes only 3-4 men and roughly 2 hours to set up.This pole is a MS/Lacquer glass finish, in order to withstand any given weather condition.HP Lubricants in association with NHAI took this technology all across India at every accident-prone zone. To make every highway in the country a safe road to drive on.
awards
The One Show 2018
Silver Pencil Responsive Environments
User Activation
The One Show 2018
Bronze Pencil Responsive Environments
Use of Technology
The One Show 2018
Merit Design
Experiential / Environmental / Wayfinding
The One Show 2018
Merit Intellectual Property
Physical Product
The One Show 2018
Merit Interactive
Experiential / Digital Installations
Cannes Lions International Festival of Creativity 2017
Silver Innovation
Cannes Lions International Festival of Creativity 2017
Bronze Design
Promotional Item Design
Cannes Lions International Festival of Creativity 2017
Shortlist Design
Digital Installations & Events
Cannes Lions International Festival of Creativity 2017
Shortlist Design
Non-commercial Exhibitions & Experiences
Cannes Lions International Festival of Creativity 2017
Shortlist Direct
Corporate Social Responsibility
Cannes Lions International Festival of Creativity 2017
Shortlist Direct
Use of Technology
Cannes Lions International Festival of Creativity 2017
Shortlist Direct
Experience Design
Cannes Lions International Festival of Creativity 2017
Shortlist Outdoor
Ambient Use of Digital Technology
Cannes Lions International Festival of Creativity 2017
Shortlist PR
Cars & Automotive Products & Services
Cannes Lions International Festival of Creativity 2017
Shortlist Promo & Activation
Corporate Social Responsibility
Cannes Lions International Festival of Creativity 2017
Shortlist Promo & Activation
Use of Technology
Cannes Lions International Festival of Creativity 2017
Shortlist Promo & Activation
Exhibitions / Installations
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