Mini Cooper had an interesting series of activations to try and get people to stop texting whilst driving. The first was they took letter sculptures, and "injured," them, placing them around the city, to show the damage texting while driving can really do.
They also created Word Blocker, an app disables incoming calls and texts based on GPS and speed of vehicle.
The first part must have been stunning to see in person.
The app's effectiveness is measured by how smart the person is to enable it. And I say this because we're dealing with people dumb enough to risk their lives to send a text message, you know what I mean?
Client: Mini Cooper
Agency: Publicis Mexico