AKQA Brussels and VSV respond in real-time to BeReal notifications
As part of the campaign Focus on the Road, Not on Your BeReal, VSV and AKQA Brussels launched an innovative action.
In 2024, over 60,000 Belgians were fined for using their smartphones behind the wheel. Social media and their notifications, combined with the well-known FOMO (Fear Of Missing Out), are partly to blame. Among these platforms, one stands out as particularly problematic: BeReal.
BeReal is an app that sends a notification once a day to all its users at a random time, giving them only two minutes to respond by posting a photo of themselves and whatever they’re doing at that moment. This wouldn't be an issue except that, on average, one in three notifications arrives during rush hour, and most BeReal users are old enough to drive.
That’s why, on October 8 and 9, VSV and AKQA Brussels collaborated with Mindshare and Clear Channel to connect a BeReal account to a network of digital screens (DOOH) across Flanders, in honor of a major awareness day against mobile phone use behind the wheel. The moment the BeReal notification came through, another notification appeared across Flanders: Time to focus on the road. Not on your BeReal.
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CREDITS
Campaign: Ingrid Geeraerd
PR: Werner De Dobbeleer
Creative Agency: AKQA Brussels
Executive Creative Director: Peter Ampe
Creative Director: Antoinette Ribas
Creative team: Vanessa Hendrickx, Antoine Wellens
Strategic team: Dominique Poncin, Britt Decraen, Aze Van Coillie
Account team: Matthias Roose, Lies Bernaer, Leen Van Lint
Digital Strategy Director: Wies Dickens
Performance Marketeer: Jonas Sprengers
Social Creative: Julie Zegers
Head of Productions: Olivia Naudts
RTV Producer: Bram Busschots
Editor: Sven Vanhee
Brand designer: Sacha Lempereur
PR agency: AKQA Brussels PR
PR contact: Anneleen Coppens, Stephanie Van Bets, Janne Pirard
Animation studio: The Others
Media agency: GroupM x Mindshare
Planning and Execution: Ulrich Medenou
En met speciale dank aan Clear Channel