Last but not least: Hold for Zach instead of Zebras
It seems that crosswalks are largely ignored in Dubai. But with a simple psychological trick, Ogilvy Dubai is still getting drivers to stop.
The government in Dubai is endeavoring to anchor the concept of crosswalks in people's minds. However, this does not seem to be bearing fruit in the Emirates so far. On behalf of Volkswagen Middle East, Ogilvy has therefore launched the "Human Crossing": schoolchildren are fitted with a personal chip and when they approach the crosswalk, digital billboards tell drivers to stop. The effect is to be reinforced by the fact that the child's name lights up on the billboard thanks to the personalized chips.
Following a successful test week in May, the agency says it is currently in talks to further develop the technology and the idea. (sis)
