Qatar National Bank (QNB) Road Safety/ Night Rider (2008/ 2009)

Описание: BRIEF
QNB is the largest bank in Qatar and a pioneer in banking industry. As an industry leader and good corporate citizen, QNB knows that with size comes responsibility and hence has always been closely involved with the community. It runs various programs under its CSR program.

In 2008/ 2009, Qatar was also fast becoming number 1 in something absolutely preventable i.e. road accidents and fatalities. Government began a strict program of tightening up driving training and licensing procedures, implemented strict speed limits with automated radars and strict fines regime. Corporates also instituted their own driver training programs. But the big question was what to do with drivers already on the road. And thus came the initiative of Safe Driving Week under government patronage. All companies contributed towards raising awareness about dangers of rash driving.

SOLUTION
The following three TVC's were developed in 2008 and 2009 respectively to raise awareness about dangers of driving when basics are not adhered too.

Client and agency jointly decided to make the commercials useful by focusing on some of the common unsafe driving habits. Three habits were identified
1. Not wearing seatbelt;
2. Speeding; and
3. Talking on phone while driving.
All these three situations are exceptionally dangerous on road. And consequences of ignoring the basics of driving can be fatal.

Using this core insight, agency developed three TVC -- two in 2008 and another in 2009. 2008 TVC focused on the issues of seat belt and speeding. In 2009, we took the thought further and established that the pain of loss is forever. While the loved one is gone, the painful memories and guilt never leaves the person.
RESULT
It is very difficult to judge impact of these TVC's on stand alone basis but for last few years there has been a sharp drop in the number of road fatalities in Qatar. The efforts of everyone have made Qatar roads safer for commuters.