Cupra

INSIGHT
Gen Z spends a lot of time in online gaming worlds and often engages in highly risky behavior there. In games such as Grand Theft Auto, for example, writing text messages while driving is considered normal behavior. In the game, the consequences are minor – in real life, they can be fatal.

IDEA
On the occasion of the UN Global Road Safety Week, we took a strong stand against smartphone use while driving. Directly within the game, our message reached players in real time through the texting mechanic: “A real crash won’t let you and your friends respawn. Don’t text & drive.” or “IRL you can’t call Mors Mutual. It’s just game over. Don’t text & drive.”

IMPACT
The campaign reached more than 420,000 players and over 31,000 directly in real time via direct messages. It became the top post on the GTA subreddit r/GTAonline and led to an increase in registrations for driving safety trainings. With a response rate of 23%, players reacted positively to the messages. We changed the mindset of gamers – instead of disrupting their world, we immersed ourselves directly and demonstrated that even in GTA, a road safety message truly resonates.