ABOUT

"The Anti-Hijack Ads campaign, created by VMLY&R Johannesburg, used live and historical crime data to inform geo-located ad placements, which appeared on the app when drivers were stationary, warning of a danger zone ahead and offered a safer alternative route with one click. Location and time of day factored into when the ads popped up, for example, more ads appeared at night, when the likelihood of car crime increases.

Ryan McManus, chief creative officer of VLMY&R Johannesburg, said in a press release: ‘We all live and drive on dangerous roads in our cities and we felt it was time for a smart solution. We came up with an idea that uses data, technology, and the power of Vodacom’s network to help people drive safer.’"