One of the first things we learn when we head into the big wide world is road safety and I'm sure you all remember the Think! King of the Road advert that used cartoon hedgehogs singing a very important safety message. However in 2014 Smart came up with a contemporary and exciting solution to encourage road safety, The Dancing Traffic Light.

Back in 2014, Smart looked into new solutions to urban problems. 'Crosswalks were some of the most dangerous spots in Lisbon. Pedestrians were often too impatient to wait for the green light. So, in a novel urban experiment, they created a traffic light that people couldn't take their eyes off. An installation in a nearby square let people pick a music genre and slip into the role of the red man. Their dance moves were transmitted to the traffic light in real time via motion detection technology. The campaign garnered worldwide coverage. But, more importantly, 81% of people waited until it was safe to cross the road.' * 


The concept was something not necessarily related to Smart itself, with it being road safety rather than the usual car advertising, but the press it gained from the innovative experience pushed their name out to those who may not have been initially reached. The focus on safety now potentially resonates with the brand and therefore could influence customers to think of their cars before any others in the future. 

Overall they were Smart in Road Safety, a Smart in Brand and Consumer Relations and Smart in creating an Exciting Innovative Experience - in other terms, they nailed it!



*https://www.dandad.org/awards/professional/2015/digital-marketing/24288/the-dancing-traffic-light/