Photo: Emica Elveđi/PIXSEL
Ahead of the holidays, when many people hit the road and traffic volumes significantly increase, INA has once again turned to a creative and technologically advanced solution to remind drivers of road safety. The campaign “Travel Home Singing” introduces an unexpected twist in communication: instead of the usual messages such as “Safe travels” or “Drive carefully,” users can send their loved ones personalised AI-generated songs.
These are super-fun, originally generated songs that address travellers by name, sing about their specific journey and interests, and subtly remind them of the importance of responsible driving, taking breaks, and staying attentive on the road. Each personalised playlist consists of six original songs and is designed to be easily shared among users, making the safety message more personal, emotional, and memorable.
Users can try the campaign themselves on the website svakiput.ina.hr, where they can create their own personalised playlist in just a few steps.
The campaign was conceived and executed by the agency Imago Ogilvy in collaboration with the digital agency Drap, and represents a continuation of last year’s successful initiative “Better to Stop Than to Fall Asleep.” With this project, INA further strengthens its position as a company that continuously cares about driver safety, as well as a brand that uses the latest technologies to deliver safety messages in a contemporary, relevant, and emotional way.
