DRIVE AWAKE

Short List
TitleDRIVE AWAKE
BrandPTT PUBLIC COMPANY
Product / ServiceCOFFEE SHOP
CategoryA08. Best Use of Other Digital Platforms (Incl. Mobile Devices)
EntrantBBDO PROXIMITY THAILAND Bangkok, THAILAND
Entrant Company BBDO PROXIMITY THAILAND Bangkok, THAILAND
Advertising Agency BBDO PROXIMITY THAILAND Bangkok, THAILAND

Credits

Name Company Position
1moby 1moby Developer
Sakila Banyen BBDO Proximity Thailand Planner
Sukontha Jantawong BBDO Proximity Thailand Agency Producer
Benjawan Sengtee BBDO Proximity Thailand Agency Producer
Tanyawan Wongapichart BBDO Proximity Thailand Account Manager
Thitinut Hirunprueck BBDO Proximity Thailand Group Account Director
Peter Vaughn-Yves Oh BBDO Proximity Thailand Copywriter
Piyakan Sirichankachorn BBDO Proximity Thailand Copywriter
Kantapon Metheekul BBDO Proximity Thailand Art Director
Anuwat Nitipanont BBDO Proximity Thailand Art Director
Anuwat Nitipanont BBDO Proximity Thailand Creative Director
Suthisak Sucharittanonta BBDO Proximity Thailand Copywriter
Suthisak Sucharittanonta BBDO Proximity Thailand Art Director
Suthisak Sucharittanonta BBDO Proximity Thailand Executive Creative Director
Suthisak Sucharittanonta BBDO Proximity Thailand Chief Creative Officer

Results and Effectiveness

• Over 100,000 devices downloaded Drive Awake application. • • Magazines and travel websites talked about and recommended the application, resulting in value earned media. • 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. This means more sales and profit with customers’ intention. • Media exposure and word of mouth, increased awareness and reinforced Café Amazon’s positioning as the real travellers’ buddy.

Creative Execution

The media team saw this as a nice opportunity to do something good. By considering driver’s habits, the medium was ideal because travellers almost always have their mobile devices with them while they are on the road. Since the objective of Café Amazon was to find a way to help their travelers’ buddies to arrive at their destinations safely – no dozing off, no accidents, a mobile application that helps drivers when they are mobile was the perfect solution. We promoted the Drive Awake application through many mediums to reach all travellers and Café’ Amazon customers, such as our Facebook Fan Page, YouTube Channel, Posters and Leaflets. By using a diverse media mix, we were able to reach a larger/broader demographic of drivers and effectively drive interest among consumers and media alike.

Insights, Strategy and the Idea

Café Amazon is the largest coffee chain in Thailand, known as the traveller’s buddy with 650 coffee stops at gas stations nationwide. As the travelers’ buddy, Café Amazon cares about the safety and wellbeing of all who are on the road, and sleepiness is a great enemy of drivers. Café Amazon wanted to find a way to help their traveller buddies arrive at their destinations safely – no dozing off, no accidents. We created "Drive Awake" the world's first 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 does just that and subsequently leads them to the nearest Café Amazon. With the application, consumers instantly benefit from being able to enjoy a safer journey as well has have 24/7 convenient access to Café Amazon information–promoting safety and sales at the same time.