The Brief

Café Amazon is the largest coffee chain in Thailand. Known as the traveler’s buddy with 650 coffee stops at gas stations nationwide, Café Amazon helps keep travelers and drivers fresh and awake during their journeys. As the travelers’ buddy, Café Amazon cares about the safety and wellbeing on all who are on the road. And sleepiness is a great enemy of drivers, so Café Amazon wanted to find a way to help their traveler buddies to arrive at their destinations safely – no dozing off, no accidents.

Creative Execution

Because we know very well who wants coffee. Sleepiness is the great enemy to everyone who wants coffee especially drivers behind the wheel. “Drive Awake” application re-enforces Café Amazon’s commitment since the first cup of coffee was served—awaking each traveler buddy from sleepiness. The application not only awake drowsy drivers but also take them to get a cup of coffee at the nearest Café Amazon where one is never too far.

Describe the creative solution to the brief/objective.

"Drive Awake" The World's First Intelligent Mobile Application that helps wake up drowsy drivers by using eye and face tracking technology to analyze driver sleepiness while they are behind the wheel. When activated, the application wakes up drowsy drivers whenever they start to doze off, and offers them the route to the nearest Café Amazon to take a coffee break. More travelers stay safe; more travelers are driven to Café Amazon.

Results

• Over 100,000 devices downloaded drive awake application. • Magazines and travel websites talked about and recommended the application. • Over 10,000 and counting drowsy drivers were detected and awakened since the release date. • 85% of detected drivers created routes to Café Amazon shops across the nation. • Thais drivers got the new tool for safer traveling to uplift their safety standard of journey.