Fatigue is one of the most common causes of traffic accidents, so when embarking on longer trips, stopping and taking a break is always a good decision. This holiday season, INA company with over 400 rest stops and sales points along highways and roads across Croatia—has decided to remind us of this fact in an innovative way.
In collaboration with the creative agency Imago Ogilvy and media agency dentsu Croatia, INA launched the campaign Better Stop Than Fall Asleep. The campaign consists of dozens of songs generated with the help of artificial intelligence.
The songs are created in various genres to suit everyone’s taste, match the programming of the radio stations where they’re broadcast, and even align with the specific locations drivers are passing through. For instance, drivers in Dalmatia will hear a klapa song referencing the nearby sea, in Slavonia a tamburica tune about the sleepy plains, and near Zagreb, an urban trap banger.
On platforms like YouTube and Spotify, where music is often played in cars, the ads featuring these fatigue-themed songs will reach drivers near INA’s key rest stops, such as Vukova Gorica or other major locations.
No matter what type of music you enjoy, how you listen to it, or where you’re headed, you’ll hear a song delivering an important message: if you feel tired while driving, it’s better to stop than to fall asleep.
With this campaign, the first on Croatia’s market whose content is entirely AI-generated, INA reaffirms its role as one of the technological pioneers in the region. And with its message, it upholds its promise to be there for its customers—every journey.
Josip Buzov and Jerko Mihaljević, Imago Ogilvy:
“A good idea always stems from what a company or brand means in the lives of its consumers. We’re proud of this one because it perfectly matches the client, conveys an important message to consumers, and is both entertaining and clever. It was genuinely fun to work on this campaign, especially learning about the possibilities of artificial intelligence. Something like this would have been hard to imagine just a year ago, and we’re excited to see what will be possible next year.”
Tamara Karagity, Director of Corporate Communications and Marketing at INA:
“Better Stop Than Fall Asleep is not just a campaign but a call to responsibility. INA recognized the importance of raising awareness about the dangers of fatigue at the wheel, and we’re proud to have delivered this message in such an innovative and entertaining way. As the first in Croatia to launch an AI-generated campaign directly contributing to the safety of all road users, we’ve demonstrated how artificial intelligence can enhance creative processes and deliver real societal benefits when used appropriately.”
Ivan Segin, Head of Client Services, dentsu Croatia:
“It was a pleasure to be part of this innovative campaign and provide quality support in media planning, buying, and optimization to ensure the message reaches the targeted drivers at the right time and through the right channels. We believe this synergy of creativity and smart media strategy can create a significant social impact-in this case, reminding drivers of the importance of stopping and resting during their journey.”
