Faulty Takata airbag recall focus of latest FCAI 'Don't die wondering' campaign via The Monkeys Melbourne and Accenture Interactive

FCAI Takata (1).jpgAs many as two in every seven vehicles in Australia built from 1999 onwards have been installed with faulty Takata airbags that have the potential to injure or kill their drivers and passengers. To bring awareness to the seriousness of this manufacturing defect, the Federal Chamber of Automotive Industries (FCAI) has released, 'Don't Die Wondering'.

Created by The Monkeys, part of Accenture Interactive, the public service announcement (PSA) recall campaign empowers Australian vehicle owners to check if their vehicle has a faulty Takata airbag. The campaign leads them to a website purpose-built by Accenture Interactive (IsMyAirbagSafe.com.au), where they can enter their vehicle registration number to ascertain the safety status of their airbags.

FCAI Takata 2.jpgSays Paul McMillan, CEO, The Monkeys Melbourne: "Firstly, we were thrilled to be appointed by the FCAI, and then to work with the various stakeholders to deliver a fully integrated campaign which enables public safety.

"This idea needed to provoke action with the right mix of urgency without needlessly alarming people. 'Don't Die Wondering' is powerful because it walks this line, supported by a well-defined behaviour change strategy that made it easier to act.

"It's one thing to communicate a safety message, but our idea was to help facilitate it; to make it quicker and easier to find out if your airbag is dangerous. Accenture Interactive helped us create the new VIN-to-registration technology that makes checking your vehicle a seamless process."

Says Peter Brewer, communications manager, Federal Chamber of Automotive Industries: "We are pleased to be working with The Monkeys and Accenture Interactive on this important program to raise public awareness about defective Takata airbag inflators.

"This campaign generated a number of challenges, not the least of which was a requirement to be brought to market in a highly accelerated timeframe, with input from multiple key stakeholders. We believe it to be a powerful and provocative message to encourage as many people as possible to check whether their vehicle is affected by this recall.

"The campaign delivers a key safety message and avenue for all motorists. Working in partnership with our affected automotive brands, the FCAI will continue to do all it can to ensure people affected by this recall make contact and have their Takata airbags replaced."

The fully integrated campaign launched this week and will run across broadcast, radio, press, and digital advertising and will also feature on FCAI owned social channels.

To check your vehicle registration number, please visit IsMyAirbagSafe.com.au or text AIRBAG to 0487 247 224.

FCAI
Communications Manager: Peter Brewer

The Monkeys Melbourne
Chief Creative Officer: Ant Keogh
Head of Planning: Michael Derepas
Head of Production: Romanca Mundrea
Executive Creative Director: Grant Rutherford
Group Content Director: Jaimee Kerr
Content Director: Navin Arunasalam
Planning Director: Gareth Evans
Producer: Pip Heming
Art Director: Joseph Sibley
Copywriter: Hugh Gurney
Content Manager: Casey Nguyen
Digital Designer: Jess Ramsey
Designer: Renee Luri

Accenture Interactive
Managing Director: Martyn Toney
Architect: Suhel Anwar
Scrum Master: Madeleine Muscat
Creative Technologist: Lakruwan Pemasiri
Lead Full Stack Developer: Lead Full Stack Developer
Devops Engineer: Leezl Gonzales
Analytics Lead: Geetu Mehta

Production Company
The Sweetshop
Exec Producer:  Edward Pontifex
Director: Joel Harmsworth
Producer: Llew Griffith

Post Production
Offline: The Editors
VFX and online: Blockhead

Music & Sound: Song Zu
Music Supervision: Ramesh Sathiah
Music Arrangement: Song Zu, Nathan Cavaleri
Sound Designer: Simon Kane & Abigail Sie
Senior Producer: Lesley Chambers

18 Comments

Everyone said:

This is Garbage.

London calling said:

A lazy piece of work from a cowardly bunch of clients who just want their massive problem brushed under the carpet. What a shameful. shiteful waste of money.

@London Calling said:

A bit like the Australia Post work really. The Monkeys bent over and did exactly what was asked by the client without thinking or questioning. The end result being a pile of forgettable but no doubt expensive poo.

Welcome to adland Accenture Interactive. said:

Now you get to build campaign landing pages.
Exactly what dev ops engineers, scrum masters and creative technologists love working on.

ImHereForTheComments said:

Is looks like Lead Full Stack Developer landed themselves in the perfect job, given their name...

You kidding me said:

As if anyone here is smack talking this.

Is this campaign not meant to win a Lion? it's super basic so that people will start taking the steps to protect themselves.

The types are cars that are affected are owned by low socio-economic groups, people who need to be reminded. It's not meant to be a Graham! Its just trying to help save the life of the next person who will die from Takata's Fuck up.

Takata didn't even make this ad its the FCAI - do your research this isn't meant to sweep anything under the rug.


London calling said:

@ You kidding me.

It's not the socio economic targeting. It's the invisibility. And laziness.

But I liked your art direction.

silverback said:

wake us up when the industry is done fawning over this mediocre wank shop.

more about generating PR for themselves than the clients.

Old CD Guy said:

Unfortunately any work by the Monkeys will get extra scrutiny for its creativity or lack thereof. This is obviously an example of the latter. The commenter who pointed out that many affected by the problem may be in the lower socio-economic and less educated groups could excuse the lack of cleverness which might actually get in the way of reaching the hard.of-thinking is probably correct. I’ll cut the simians some slack on this one.

Peeyar said:

Every agency produces some middle of the road work, it's what usually funds the good stuff. I suspect this has been PR'd by the client not the agency.

Break said:

Come on guys - this is a product recall ad. They have to be super basic.

Sigh said:

Gosh I hope I don't work with any of you.

This work is good for the job it needs to do.

It isn't building a long term brand - so it doesn't need to be highly emotive.

What it does need to be is clear on the information, and clear on the impact of ignoring the information.

Done.

Idea? said:

Has anyone seen it? PR angle, we're the monkeys.

Easy flow information said:

Well done guys. Clear and simple. Even did the check your rego for the fun of it. All clear.
Information based piece delivering what’s required.

Why would you want to put a gag in it? So Adam average doesn’t comprehend that he should go to the site and check?

Don said:

Wow, thanks for the instructional corporate video everyone, how very creative.

Copy Desk said:

I watched this and immediately entered my rego number on the site.

The job here is to be as clear as humanly possible and freak people out just enough so they're moved to act.

Anyone who thinks this is a missed creative opportunity is nuts. Adding whimsy or unnecessary drama to this message would feel forced and wanky. It's a frikkin airbag recall. Get over your damn selves.

x said:

Does the job. Nothing creative would fly with this job so people need to get real. Clever line given the fact that millions of cars are affected and no one seems to care.

Loretta minns said:

We got our airbags replaced bout a year ago. About April the airbag light came on and we contacted our dealership but due to my son having a MVA we had to delay a few times because he needed to see specialists,etc
The light went out and we told them,now it's back on and they said we have to pay to fix it now.
They put the faulty part in but wont honour it.
Will it take my husband,kids,grandkids or me to get seriously hurt through this to get action done. I wont be paying for this replacement. Thinking of ringing dept of fair trading a ring tomorrow

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