Social and Influencer > Social

SAFE DRIVING PROGRAM

LEO BURNETT SYDNEY, Sydney / SAMSUNG / 2014

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Overview

Credits

OVERVIEW

Execution

Targeted at a city with one of the worst youth accident rates in the country, S-Drive recruited drivers with a fully integrated campaign recruitment that included live activations, print, posters, outdoor, ambient, radio, YouTube videos and PR – all directing people to sdrive.com.au where they could learn more and sign up. Activations at surf festivals and universities also signed up people on the spot.

The free S-Drive kit came with a phone cradle equipped with an NFC chip that activated the S-Drive app along with safe driving mode, allowing for voice only responses, discouraging drivers from touching their phones.

Using GPS data, the app then monitors the speed limit, awarding you points for staying below the limit.

Outcome

A fresh, new approach that has successfully engaged participants to actively change their own driving behaviour for the better. Drive Teams have also turned peer pressure into a positive force.

Results after 6 weeks:

2,500 active participants.

20,000+ S-Drives undertaken.

1,000,000+ safe kilometres travelled.

50,000+ rewards claimed.

0 road fatalities – the lowest death toll in the launch region since 1936.

Program participation has climbed week-on-week instead of declining after launch like traditional advertising campaigns.

Speed and mobile related infringements are also down 25% and all participants interviewed experienced a significant change in their driving behavior.

Strategy

We were asked to bring to life Samsung’s commitment to corporate responsibility using its smartphones to improve people’s lives. It needed to be something that would make a difference and that people could become actively involved with and help to grow. To do this we created S-Drive, a safe driving program that encourages and rewards safe driving among young drivers, at the heart of which lies an app that monitors your driving, awarding you points for every safe kilometre driven. NFC technology embedded in customised cradles launched the app. Drivers were also encouraged to from drive teams on Facebook. They could then encourage and police each other to change their driving behaviour. Teams could also compete for team-only rewards to win team-only rewards. In this way, peer pressure became force for good. S-Drive harnessed the power of social networks to encourage the young to actively change their driving for the better.

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