The Paris Motor Show (30 September-17 October 2010), known also as the “Mondial de l’Automobile”, is one of the most important car shows worldwide. In 2010, it was visited by almost 1.3 million people, making it the show with the highest attendance worldwide. The eSafety Challenge participated for the first time ever in this prestigious show as a part of the FIA stand.
 The eSafety Challenge stand attracted many members of the public who learned about the benefits of eSafety technologies by watching the campaign’s promotional video. The road safety message was underlined impressively by a Euro NCAP crashed car from ADAC, which was on display. Computers were made available for visitors, allowing them to visit the campaign’s informative website and Facebook page. Especially for this event, the project had produced safety vests to hand out as give-aways to visitors. They were connected as a message to the Lagerfeld campaign “Safety is fashionable” and turned out to be very popular.
In order to reach people outside the stand, two eSafety dummies were strolling around during the opening days and the weekends, and distributed give-aways. As always, the dummies were a point of attraction with visitors cueing for the chance to take a picture with them. The media used them also extensively, spreading the eSafety message out not only to car enthusiasts, but also to the more general public via TV, internet and print media.
The event also reached out to policymakers responsible for road safety. French Transport Minister Dominique Bussereau paid a visit to the stand. The project team explained him and his team the safety benefits of eSafety technologies.
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