SAN FRANCISCO: Esurance launched a distracted driving campaign this week with a Pokemon Go twist, Don’t Catch and Drive.
The online car insurance company worked with its advertising AOR Leo Burnett Chicago and MSLGroup for PR to create and launch Don’t Catch and Drive. The campaign included a video advertisement, website, and an event in Chicago showing the risks of distracted driving.
"The Don’t Catch and Drive campaign provides a relatable, culturally relevant way to encourage people to be smart and not play mobile games while driving," said Esurance CMO Alan Gellman. "While the video and website allowed us to expand the message digitally, the staged accident provided a jarring visual for those walking by in Chicago."
For the campaign, Esurance imagined a mobile game with virtual creatures that could potentially cause car accidents, including a Fenderbendix or Collidaquill. It takes a leaf from this summer’s Pokemon Go craze and the resulting slew of distracted driving incidents.
"Esurance stays abreast of latest technology and trends - even in mobile gaming," Gellman said. "As the prevalence of mobile gaming increases, so do incidents involving distracted driving. Esurance created this campaign to send a message to people gaming behind the wheel: Don’t Catch and Drive."
The company staged an accident scene in Chicago on Wednesday where a driver crashed into a hot dog stand while trying to catch an elusive Fenderbendix.
The accident was fake, but Esurance used it spread the campaign’s message and hashtag, #DontCatchAndDrive. The company compiled interviews from passersby about distracted driving into an additional video.
Gellman did not disclose budget details for the campaign. He added it was not targeting a particular audience, as distracted driving affects people of all ages.
"Our message focuses on one particularly relevant form of distracted driving, which involves mobile gaming," Gellman said. "We’re hoping to remind drivers to put down the phone and be smart behind the wheel."