Cannes Lions

TRAFFIC FORECAST

OGILVY MALAYSIA, Kuala Lumpur / IBM / 2014

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Case Film

Overview

Entries

Credits

Overview

Execution

We created Traffic Forecast, an app which syncs with users’ schedules and sends alerts on best travel times.

Users save their frequently travelled routes as favourites in the app. They also save their travel times and label these routes (e.g. work to home). The app then predicts bad traffic and tells them if they should leave early for work, or if smooth roads give them extra time to get ready for that appointment.

The Traffic Forecast app also allows users to find traffic conditions, from real-time up to 5 days in advance.

Outcome

Analyzing data in a smart way helped us predict traffic patterns, allowing each citizen to plan exactly when to be on the roads.

We have reached over 10,000 downloads since the app launched, with more than half of these being active users. The hashtag #smartercities has gained 8,000 retweets since launch and Malaysian traffic to peopleforsmartercities.com increased by 78%. It won’t take long before citizens of KL consult the traffic forecast as much as the weather forecast.

Citizens are able to plan ahead and around congested traffic routes, leading to better distribution of traffic around the city during peak hours. When everybody knows exactly when they should be on the roads, we can help improve the overall traffic life in our city.

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