Campaign details
Brand: Metro Manila Development AuthorityBrand owner: Metro Manila Development AuthorityLead agency: McCann Worldgroup PhilippinesCountry: PhilippinesIndustries: Government, social policyMedia channels: Websites & micrositesBudget: No budget
Executive summary
Despite capturing traffic violators on record with a CCTV-based no-contact apprehension system, collecting fines proved to be challenging for the Metro Manila Development Authority (MMDA) because they couldn't reach individual drivers efficiently. So instead of chasing each one down, the MMDA made drivers come to them. They did this by turning traffic violations into a joke that everyone wanted...