Mobile use is a leading cause of deaths behind the wheel. That is the topic of one of the latest CSR cinema campaigns from Volkswagen in Hong Kong, to highlight the danger of texting while driving. The ad was broadcast in the movie theater, and started with a someones perspective of driving a car on a empty road. Then the theater used a location-based broadcaster to send texts to the public in the movie theater whereas the movie continued to play. When the audience members were checking their phones, the car crashed literally on screen. It was followed by a message raising the importance of keeping the eyes on the road. The interactive operation was successful not only in the movie theater, but also got recognition from the general public with the webfilm and from the professionals with awards won at Spikes or Effie China