Mumbai Police - "The Punishing Signal (Product Design case study)" by PHNX Awards 2020
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| Titel | The Punishing Signal (Product Design case study) |
| Agentur | FCB Interface |
| Kampagne | The Punishing Signal |
| Werbende | Mumbai Police |
| Marke | Mumbai Police |
| Posted | JunI 2020 |
| Produkt | Public Service |
| Geschäftsbereich | Gemeinnützige Organisationen |
| Story | 70% of noise pollution on Mumbai’s roads is due to excessive honking. After many attempts to curb it, Mumbai Police did what fines couldn’t – change behaviour with an unexpected dash of humour. They turned traffic signals into Punishing Signals. When honking crossed 85 dB, the countdown timer at a signal would reset. Making impatient motorists wait more. A film of this solution was cut and tweeted by Mumbai Police. It soon became the most Liked & Shared and the #1 Indian topic, all social media taken. A solution that created instant results as well as nationwide chatter (6.6 Bn Impressions). BRIEF: 70% of noise pollution on Mumbai’s roads happens due to indiscriminate honking. This has a disruptive influence on citizens’ physical and mental health. After many attempts to curb it, the Mumbai Police was looking for a solution that did what fines couldn’t – generate instant results and maximum awareness. SOLUTION: Don’t punish “super honkers” yourself. Mumbai Police had the traffic signals do it. If honking crossed 85 dB, the countdown at a signal reset. Making impatient motorists wait more. As they wait, interactive OOH pushes messages LIVE, highlighting their behaviour with a wink. So they honk less for a Green Signal. Instant results got, its “film” is tweeted by Mumbai Police for max awareness. |
| Medientyp | Case Study |
| Creative Teammitglied | Fred Levron |
| Creative Teammitglied | Robby Mathew |
| Creative Teammitglied | Mukesh Jadhav |
| Creative Teammitglied | Rakesh Menon |
| Creative Teammitglied | Ravi Ananthan |
| Creative Teammitglied | Mayuresh Vengurlekar |
| Creative Teammitglied | Siddharth Kutty |
| Medienteam | Dhruv Jha |
| Medienteam | Amit Raina |
| Kundenbetreuung | Shailesh Gupte |
| Social Media Team | Rahul Shenoy |
| Social Media Team | Shreyas Deshmukh |
| Film Team | Alpa Jobalia |
| Film Team | Mazhar Khan |
| Regisseur | Akshay Nair |
| Direktor Fotografie | Sujay Pawar |
| Produzent | Sukirth Rao |
| Produzent | Archana Sarkar |
| Produzent | Shwetabh Mishra |
| Produktionsfirma | 30ML |
| Musik | Saregama |