DGT: The 36

The Spanish Department of Road Transport (DGT) ran a multichannel, data-led campaign to reduce traffic fatalities during Easter, of the busiest travel periods of the year.

Campaign details

Title: The 36Brand: DGTProduct: Road mobility EasterIdea: OgilvyCountry: Spain

Media placement

ElementPlacement/LocationStart DateEnd DateNumber of airings / placementsCountry / Region
spotSpanish national TV channels09/04/202218/04/202235SPAIN

Relevance for Creative Strategy

Through conducting a Big Data study, we were able to predict how many people would die on the roads during the upcoming Easter break (36). We were also able to locate them and get them to star in our campaign. Big Data was able to determine with a degree of certainty,...

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