Innovation > Innovation
SAFETY TRUCK
LEO BURNETT ARGENTINA, Buenos Aires / SAMSUNG / 2015
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
Samsung in Argentina not only offers electronic products, but has also a truck fleet that drives across the entire country on two-way roads, each lane going in opposite directions, which makes the roads especially dangerous when overtaking. Accordingly, overtaking has become the main cause of traffic accidents in Argentina, and these accidents account for the biggest number of deaths in this country. That is why we designed the Safety Truck.
A Samsung transportation truck that will have a camera installed at the front. The camera will take images during night and day that will be transmitted wirelessly to the rear of the Samsung truck. The rear doors of the trucks have been redesigned to work as a frame for four Samsung OL46B screens displayed forming a very luminous and high-quality videowall that will provide great visibility -during the day and the night- allowing the drivers behind the truck to see what’s coming ahead on the road and helping them to overtake the truck safely.
To develop this project we worked alongside Samsung and Ingemática, a company in charge of IT developments that works with the most modern technology.
Safety Trucks are driving on Argentine roads since February 2015.
Implementation
The Safety Truck is the solution to a huge problem for countries like Argentina, where roads are extremely dangerous for being mostly two-way roads (each lane moving in an opposite direction). The system allows drivers willing to overtake a Samsung truck to know when is the safest time to do it. This is how we reduced the number of traffic accidents caused by overtaking on Argentine roads.
It’s a brand new system that uses previously existing technology and aims it towards a social end.
We used a camera that films from the front of the truck what’s coming ahead on the road and wirelessly transmits it to four Samsung OL46B screens that form a videowall on the rear of the truck. The screens are high in lumens and of great resolution so the images generated provide optimal visibility during both day and night.
This technology is already in use in the entire Samsung truck fleet of Argentina, and there are plans for it to be applied on every truck longer than 7 meters.
The capital is provided by Samsung Argentina.
Outcome
PLANS TO IMPLEMENT A SAFETY-TRUCK LAW THAT REQUIRES ALL TRUCKS LONGER THAN 7 METERS TO BECOME SAFETY-TRUCKS.
This technology is drawing Samsung closer to people, achieving a higher level of empathy by improving the solution to a problem as important as traffic accidents.
The idea of Safety Trucks was brought up in March 2014. We improved it along the way working closely with Samsung, and we had Ingemática join the process in August, to help us choose the technological elements that would be appropriate for what we were trying to accomplish. In October, once the screens and front camera had been selected and tested, we started sketching the structure design. We worked on the design and implementation of the structure for almost three months and finally when January begun we had reached the result we were looking for. On February 2015 the first Safety Truck was released on the road.
UP-TO-DATE RESULTS:
Over 1.400.000 kilometers travelled safely.
Over 24.200 overtakes. Zero crashes.
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