The Route
By Y&R, São Paulo, Brazil, São Paulo, Brazil
For JC DECAUX
Winner in category Advertising
In subcategory Outdoor
Project Description
São Paulo is a city with 6 million vehicles and more than 200 km of traffic during peak hour. When a rescue team needs to help a victim over that period, it takes twice the time to get to the emergency location, delaying the delivery of medical care.
JCDecaux decided to do something about it and use its digital billboards to warn drivers ahead of time about the passage of the ambulances. Doing this, drivers yield and help to create an exclusive route so ambulances can pass freely through congested avenues.
JCDecaux decided to do something about it and use its digital billboards to warn drivers ahead of time about the passage of the ambulances. Doing this, drivers yield and help to create an exclusive route so ambulances can pass freely through congested avenues.
Agency Solution
To make it possible, we developed an exclusive app called “Emergency Route”, that connects the GPS of the rescue teams’ smartphones to the digital billboards around the city using GSM bands (3G and 4G).
Now, if a rescue team opens our app and informs that it’s in attendance, the smartphone sends a message to the billboards that are along the way, asking drivers to leave the left lane free in advance.
We’re using the city digital billboards located in the biggest and most congested avenues of São Paulo to change the behavior of the drivers and save lives.
Now, if a rescue team opens our app and informs that it’s in attendance, the smartphone sends a message to the billboards that are along the way, asking drivers to leave the left lane free in advance.
We’re using the city digital billboards located in the biggest and most congested avenues of São Paulo to change the behavior of the drivers and save lives.