Execution

We developed an iPhone driving game called CityGT, which was completely void of any VicRoads branding. Within it, we embedded a hidden safe driving message under the guise of the iPhone's functionality. Utilising the popularity of the iTunes App store, CityGT was uploaded to the driving game section, and was also launched via an installation at Melbourne's FedSquare. Using world first technology specifically developed for CityGT, people could connect their iPhones to the FedSquare big screen, and wirelessly play CityGT. In both versions of the game, while driving, the game is hijacked by by an unexpected phone call, and a pre-recorded message is delivered highlighting the dangers of talking on the mobile phone while driving. Regionally CityGT equipped smart cars toured local youth hotspots spreading VicRoads safe driving message throughout Victoria.