Abu Khader Automotive, the official BMW Group importer in the Kingdom, has announced the results of its “Stay Alert. Stay Alive.” competition to promote road safety. With the collaboration of the Public Security Directorate/Central Traffic Department and the German Jordanian University, the competition was launched as part of the second phase of the BMW Group “Stay Alert. Stay Alive.” road safety campaign, for the second consecutive year.
42 entries were received, which were submitted under the competition objective to submit a detailed marketing plan to promote responsible driving habits amongst Jordanian students and the general public. The entries were judged on research, understanding of the severity of road safety in Jordan, creativity and platforms to promote the campaign. The judging panel comprised road safety experts from the Central Traffic Department as well as BMW marketing personnel who selected three semifinalists after a period of careful deliberation.
Dana Nimri & Issa Assaf as a team, were selected based on the criteria stated in the competition regulations. To ensure the utmost transparency and that the competition was conducted in a fair manner, Abu Khader Automotive marketing department conducted interviews with all semifinalists to inquire from them on details of their proposed plans and rationale on how it will help to raise awareness on road safety in the country by building a culture of safe driving habits.
The overall competition winners were Dana Nimri & Issa Assaf as a team. A delegate from the winning team will go on an all-expenses paid trip to Dubai to work as an intern for a week in the Corporate Communications Department at the BMW Group Middle East regional headquarters. In addition, the winner will get a chance to work closely with Abu Khader Automotive to execute the winning plan in their 2014 ‘Stay Alert. Stay Alive’ Campaign, which will be launched in the second half of the year.
The winning proposal tackled the psychological aspect of road safety to help students understand and witness the devastating effects of reckless driving; by utilizing strong images and wrecked vehicles on various visual communication means, social media as well as physical locations to influence their psyche. The proposal also entails that unfortunate students who have been involved in traffic collisions share their experiences and the damages they have sustained.
Commenting on the initiative, the CEO for Abu Khader Automotive Nicola Abu Khader, expressed his delight with the results of the competition, which was the first of its kind to be launched in Jordan.
He added “This campaign in its second year comes as a firm commitment from Abu Khader Automotive/ BMW Group to its social responsibility in raising the level of traffic safety awareness and building a culture of safe driving behaviour among all segments of society, particularly youth.”
He also encouraged today’s youth to really think before they drive, underlining the importance of wearing seatbelts and taking all the necessary steps to protect themselves, their family, and the society as a whole.