Take a break, stay awake

Creative idea

In order to warn drivers about the dangers of driving tired, we used AI to cost effectively create 200+ songs in different genres with human written lyrics inviting them to rest on one of 400+ INA rest stops on Croatia’s highways. The songs aired on radio, Spotify and YouTube. Each station got a song in its own style. On digital, we used location and preference DATA to target drivers with songs in their favourite genres and lyrics that described the scenery and time of day they were driving through, even mentioning of specific rest stops 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