‘Don’t be a Boo Boo’ while driving is the campaign released by Bajaj Allianz to create awareness on road safety. The campaign featuring 5 animated characters, infamous for breaking traffic regulations along with the song ‘Don’t be a Boo Boo’ spans all social and digital media platforms.
The campaign is designed and executed by WATConsult, Dentsu Aegis Network’s digital arm and is a unique and fun way of appealing to the general public to follow traffic rules while at the same time drawing user’s attention to Bajaj Allianz Motor insurance features. Besides releasing this campaign on November 14th 2015, Bajaj Allianz also plans to release Boo Boo coasters, bookmarks, greeting cards and posters.
The campaign draws attention to road safety with each member of the Boo Boo family breaking several traffic rules while driving. While Papa Boo Boo talks on the phone while driving, Mama Boo Boo ignores the fact that her rear view mirror is broken. Rocky Boo Boo thinks he can drive a car as fast as he plays his video games while Roxy Boo Boo is busy on the phone only to have her scooter land up a tree. The Chacha of the Boo Boo family loves his drinks but drives soon after, putting caution to the wind and lands up in a wheelchair.
This novel way of raising awareness of road safety has generated outstanding response from viewers. On launch day itself Twitter and Facebook garnered 1,10,000 impressions while Bajaj Allianz hopes that this campaign will not only address the issue of road safety but also instill some responsibility in people to follow traffic rules for their own safety and for other riders on the road.