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The 36

Award: Shortlist

Shortlist / Digital / Use of Data / 2023

Easter is one of the times of year when people make the greatest number of road journeys. Knowing how many people die on the roads has failed to get people to drive more carefully, but what if we knew who was going to die? Using Big Data, Ogilvy & Mather determined the number and the profile of people most likely to die on the roads at Easter. The team tracked down these 36 people and they became the stars of a campaign inviting people to prove Big Data wrong. The country adopted a more cautious attitude, leading to a reduction of seven deaths on the road compared to the predictions of Big Data.