South Africa’s roads are among the most dangerous in the world when it comes to car hijacking. Vodacom and VMLY&R South Africa drew on crime data and 3rd party car tracking data to understand where the most dangerous roads and intersections were. The team then created simple targeted ads that were activated from multiple approaching roads, alerting drivers to the dangerous spots before they entered them. Real-time data made it possible to add new adverts to crime hotspots as they were reported.