South Africa, Nov. 27 -- Ogilvy's lead strategist Zoe Willems, explains that it started with a key insight that most motor vehicle accidents happen at night, yet we all learn to drive at night.

"Most vehicle brands play in the safety space with some sort of feature, but this is an overcrowded narrative.

"We saw the night driving insight as a massive gap and addressed it by establishing a school to teach people to drive at night.

"Then we took this further and worked with the government to add it to the official driver's test as well as national insurers to reduce premiums for those who complete the course."

The campaign resulted in a reduction of over 45% of fatalities.

Making a difference in my life

"Consumers are asking hard quest...