Take a break, stay awake

Creative idea

In order to warn drivers about the dangers of driving tired, we created 200+ songs in different genres with lyrics inviting them to rest on one of 400+ INA rest stops on Croatia’s roads and highways. The songs were aired on local and national radio, Spotify and YouTube. Each radio station got a song in its own music style. On digital platforms, we geotargeted drivers with songs in their favorite genres and lyrics that described the exact scenery and time of day they were driving through, even mentioning the names of specific stations they were driving by.

Brand name: INA
Advertiser / client: INA
Product / service: Petrol station
Campaign name: Take a break, stay awake
Agency network: OGILVY
Agency: Imago Ogilvy
Media agency: Dentsu Croatia
Web address: http://www.ina.hr
Agency chief executive officer: Damir Ciglar
Chief creative officer: Darko Bosnar
Creative director: Jerko Mihaljevic
Designer: Oliver Petrovic
Account director (agency): Iris Zarkov Stambuk
Client account director: Kresimir Katic
Strategic planner / strategist: Josip Buzov
Additional company: Interactive Designer: Danko Tomac Music: ROBSON-MEDIA Dentsu Croatia: Ivan Segin Tim INA d.d. Tamara Karagity, Director of Corporate Communications & Marketing Krešimir Katić, Director of Marketing Communication & Retail Partnering Josip Fiolić, Content and Communication Partnering Director Filip Jurković, Senior PR Specialist Diana Tomas, Digital Marketing Communication Expert Gabrijela Grubišić Čabo, Marketing Communication Expert