As the leading mobile phone manufacturer, Samsung aims to educate about good mobile habits and encourage responsible usage. The campaign seeks to help users practice safe and responsible usage when they’re on the road by curbing their natural instinct to reach for the phone every time an alert sounds.

To encourage continual usage, users receive rewards such as fuel and insurance vouchers when an achievement is unlocked. The more achievements unlocked, the more attractive the rewards.

The app dramatically reduces mobile usage for driver whilst on the road.

There have been more than 1,200 downloads during launch and counting. Campaign’s PR has since generated approximately USD$450,000 earned media.

On social media, many have expressed positive reviews about the app, citing its usefulness in blocking all distractions on the mobile and hence, making it easier to concentrate on driving. Samsung has been applauded for taking action and a stand against text driving, winning new fans dedicated to the cause.