accidents prevented
reached
background
In Budapest, bicycle traffic has jumped by 524% in recent years.
However, the city still lags behind installing bike lanes and proper road signs. Forcing cyclists to use the same roads as cars. Due to this, the rate of fatal cyclist road accidents are on the rise, peaking 63% higher than the EU average.
idea
For Renault, as a leading automotive brand, safety isn't just about building high-tech cars, they're on a mission to keep everyone on the road safe.
To make this happen, ‘The Road We Share’ digital traffic sign campaign was launched, where we put geo-targeted digital ads up for a good cause in order to reach and educate drivers at a place they surely see when driving: on Waze.
execution
With the help of years of traffic, accidents and location data, we were able to identify the most dangerous intersections and roads around Budapest where the most cycling accidents happened, and used Waze to place pins and geo-targeted digital ads marking these exact spots and alerting drivers real-time about heavy bike traffic.
This way, we were able to transform digital ads into real-time traffic signs and alerts, giving a whole new purpose to the platform.
