Night School. The first night driving safety curriculum by Volkswagen South Africa.
Description
South Africa has one of the highest road accident rates in the world. The majority of the accidents happen at night, but we only learn to drive during the day. So we created “Night School,” the first night driving safety curriculum, developed with the South African Government and Volkswagen’s Advanced Driving Academy. We identified the risk factors that make navigating South African roads at night a challenge, covering conditions such as hijacking and driving through areas experiencing blackouts (load shedding), and created an online and on-track curriculum.
We used data-driven tactical messaging at specific times of the evening and in areas with high accident rates to prompt safer driving at night. Night School was launched just before the festive holidays, the deadliest period on the roads. As road safety impacts more than just those driving the People’s car, Volkswagen open-sourced the course so that anyone could learn and benefit from Night School, regardless of their mode of transport, resulting in 77% of sign-ups being non-VW drivers.
We are now working with the government to change policy and update the National official training manual (K53) to include night driving elements, making the roads safer for all.
This professional campaign titled 'Night School' was published in South Africa in November, 2023. It was created for the brand: Volkswagen, by ad agency: Ogilvy South Africa. This Digital, Experiential, and Integrated media campaign is related to the Automotive industry and contains 1 media asset. It was submitted 22 days ago.
Credits
Client: Volkswagen South Africa
Product: Volkswagen Night School
Title: Night School
Agency: Ogilvy South Africa
Production Company: Run Jump Fly
Chairperson and Managing Director: Martina Biene
Brand Director: Steffen Knapp / Niels Wichmann
Marketing Communications Manager: Bridget Harpur
Brand manager: Fhumulani Mothale, Thato Lekgetha, Lungile Nkgadima, Sindisiwe Gwamanda, Lindi-Anne Hilliar
Global Chief Creative Officer: Liz Taylor
Chief Executive Officer & Creative Chairman: Pete Case
Managing Director: Vicki Buys, Melissa Carney
Executive Creative Director: Camilla Clerke
Creative Partner/Director: Alex Goldberg
Creative Director: Riaan Van Wyk
Creative Group Head: Gareth Owen
Senior Art Director: Annie Bekker
Copywriter: Hamilton Zwane, Thando Solundwana, Nikita Mgoduka
Junior Designer: Gemma Strohbach, Zakiyya Karim
Group Head / 3D Motion Designer: Neill Pretorius
Junior Motion Designer: Nina Roodbol
Producer: Sarah Rayner
Project Manager: Melissa Forgus
Business Director: Julian Hendrickse
Client Service: Mandisa Looana, Keagan Buttress
Strategist: Zoe Willems
Production Company: Run Jump Fly
Director: Lourens Smit
Lead Producer: Devin Armstrong
DOP: Christian Wolf
Editor: Niel Markgraaff
photographer: Henry Marsh
Production assistant: Jonny Maneschijn
animators: Anthony Meneschijn, Calvin Wocke
“Instructor 1” Jonothan Magotsi
“Instructor 2” Matt Merton
Lead Gaffer: WP Haak
Key Grips: Werner Nortje
Art / Wardrobe Director: Amber-Jade Geldenhuys
Sound Engineer: Matt Gardner
PR: Bonfire
PR Manager: Angelique Wilkins
Media: PHD
AD: Elaine Loeb
Strategist: Jaime Demorais
Product Management: Carlo van Onselen
Head of Creative Technology: Tristan Vogt
Creative Partner: Alex Goldberg, Tristan Vogt
Project Management: Brogian Watts, Carla Fine
Managing Partner: Cherylann Sawyer
UI Designer: Lurene Pelzer, Safia Zaindeen
UX Designer: Jay-jay Prinsloo
Programmer/Software dev - Back-end Developer: Graham Talbot, Kirtikumar Avaiya, Hannes Roos
Digital Strategist: Alex Krause
Data: Albert Meintjies
QA: Thulani Rikhotso
