The “Granny’s ride” campaign and the music “O maior” were launched in a very unique moment with DAMA performing a show case at ACP headquarters in December 2014, just before the season holidays (one of the most tragic period of the year for road safety. This mini concert was broadcasted directly on Sapo – the biggest net portal in Portugal – with over 15 thousand views.
It had a huge impact since nobody thought that a centenary automobile club could made a partnership with one of the most popular pop band in Portugal. As a result we had more than 20 pieces of media coverage of the launch across national and regional print, online and broadcast media.
Then, we kept on promoting the campaign with Media coverage (national TV, radio, internet and newspapers) spots on tv and movie theaters and also mupis on subway stations.
During Easter season we carried out a 2nd phase to improve the campaign with tv and radio spots meanwhile the band, still on national tour and many events, won the MTV Social Responsability Award “Much more than a music 2015” with the campaign song.
We also promote mini concerts of DAMA at ACP Kids roadshow and also at educational events for university target, both with media coverage. During the most popular summer festivals the videoclip was played on plasma Tv screen during the concert breaks and also with photocalls with the band at our car parkings.
In all D.A.M.A. concerts during their national tour the song was played and a reference to ACP campaign was made. During the concerts the band’s staff were always wearing ACP campaign t-shirts.
A facebook community was created by ACP “O Maior- ACP/DAMA” to check all the activities of the campaign. At the end of the first week the page had more than 4.000 likes. Sharing posts with the oficial facebook pages of DAMA and ACP was the best strategie to achive this results and contributed to a major efficiency.
To improve the campaign during summer holidays (another high risk period of the year for road safety) we launched a facebook contest. By taking a photo in a photocall placed in all the ACP stores (27) and at the DAMA’s concerts, participants were challenged to promote the message as well as the photos with the largest possible number of people. In fact the sum of the daily range troughout the contest on facebbok page of the contest was more than 574.000 people. The winner was awarded with a private band show at his place.
Presently we are already planning the next step of the campaign for Christmas holidays. DAMA will launch a new album by the end of the year. We will use some “candid camera” videos in our Driving Schools performed by the band and our students. We aim to be listened and to be noticed and to continue promoting this road safety campaign with the help of D.A.M.A who will play the music “O Maior” in all concerts during their 2016 national tour.