“Smartphone, Stupid Driver” – Parrot to run a smart Radio Advertising campaign

Parrot, the market leader in installed Bluetooth hands-free car kits, is running a communications campaign to emphasise the consequences of drivers using a mobile phone whilst behind the wheel of a car.

The campaign comes after research from the AA has shown that more than 170,000 motorists per year in England and Wales are caught using their mobile phone whilst driving. The Radio Advertising campaign will launch 3rd September 2012 and is designed to highlight the consequences of using a mobile phone, and how this can be avoided by purchasing a Parrot device.

The campaign will run on key stations across the UK including Radio Aire in Leeds, Key 103 Manchester, Gem 106 covering East Midlands, Capital in Birmingham and Heart 96.6 covering the Watford area. The radio advert will make consumers aware of the Parrot Certified Installers network of 450 local Certified Installers situated across the UK and Ireland who offer a full installation service with purchases of Parrot hands-free car kit.

The installation service offers reassurance that the hands-free car kit will be fitted professionally by a specialist to encourage drivers to avoid breaking the Law and more importantly offering a safer driving experience.

Radio Advertising is key to the make up of the communications campaign as it can target drivers safely whilst they are out on the road, and may consider committing an offence by using their mobile phone.

The adverts will run with the strap-line “Smartphone, Stupid Driver” and tells drivers “Avoid penalty points, a £60 fine and higher insurance premiums”. The campaign will also be supported with online advertising and outdoor advertising.