With MiWay Emergency Alert, your silence is their signal. This was an integrated campaign to launch MiWay’s latest innovation, ‘Emergency Alert’. Once installed, a tracking device transmits a signal on impact. The MiWay Emergency Control Centre immediately calls the driver to ensure they are okay. If they can’t reach the driver, they dispatch the emergency response team to the exact GPS location of the tracked impact. 

Spearheaded by a 45-second TV spot, directed by ‘Robo’ Wilson and produced by Kojak Films, the campaign was supported by national radio, outdoor, digital and direct mail executions.