The radio is a common companion on road trips. It entertains, accompanies and in the case of Pacífico Seguros’ latest advertising campaign in Peru, it can also save lives. And the company has turned promotional mentions on the radio into reminders of the speed limit to prevent possible traffic accidents.
The campaign has been launched coinciding with the summer trips
He has done it together with the creative agency TBWA Perú and under the concept “Frequencies that save lives.” The campaign was carried out during January and February, coinciding with the summer season in the country and, therefore, with the travel of thousands of citizens willing to enjoy a beach holiday. Its objective is to make drivers aware of the problem at the time it may occur.
Thus, the strategy has been to transform the spots into warnings about speed limits using, precisely, the frequencies of the stations. Specifically, some of the most listened to in the country have been used and whose broadcast frequency exceeds the speed limits. Thus, in self-promotions, the announcers have incorporated a road safety message that connects the radio frequency with the maximum recommended speed.
For example, if the driver tunes in to 100.1 FM, he has heard a message that suggests not exceeding 100.1 km/h. The locutions include the expression “This summer, bulls protected with Pacífico”, which refers to the brand’s mascot and works on the feeling of community among its customer base.
The campaign has been implemented in summer, a time when increases in accidents resulting from increased road traffic are observed. It has been carried out with guidelines from Thursday to Sunday on stations such as Nueva Q, Radiomar, Panamericana, Onda Cero and Radio Disney 94.3 FM. It has also been activated on digital audio platforms, such as Spotify, seeking to enhance reach.
With “Frequencies that save lives”, Pacífico Seguros reaffirms its commitment to prevention and road safety by launching an awareness message, and also associates its brands, as well as its products and services, at a key moment in the driving experience that can be decisive in the decision-making of purchasing insurance.
