Scare tactics don't stop texting and driving, but peer pressure does.
With Call Me Out, we helped Chevrolet turned peer pressure into a force for good with an app and social influence campaign that empowered teens to ‘call out’ the behavior of their loved ones, sparking a global movement.
key results
Revealed on stage at the 2017 Cannes Lions Festival
+275,000 downloads in first month
+40 new stories covering the campaign
+275,000 downloads in first month
+40 new stories covering the campaign
A dynamic visual identity was developed to help Chevrolet resonate with a younger audience.
High-profile influencers like Mike Tompkins, Michelle Khare and the Merrell Twins introduced the app and shared personal stories with their followers, and they were featured in #CallMeOut social content from Chevrolet.
High impact posters and animations were vetted by a Gen Z focus group to reduce any risk of "cringiness."
An animation was created to play for captive audiences waiting at DMVs across the country.
Working with Second City in Chicago, we conduct a hidden-camera social experiment called "Distracted Driving School" to get unsuspecting passers-by to naturally "call out" the stupidity of driving distracted.
Influencers across the globe shared the app and their personal scores with their followers.
The app was created in partnership with Majestyk. Here's how it works.
