| Title | SAFE DRIVING PROGRAM - CAR CRASH |
| Brand | SAMSUNG |
| Product / Service | S-DRIVE |
| Category | A03. Ambient media: large scale |
| Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
| Entrant Company | LEO BURNETT SYDNEY, AUSTRALIA |
| Advertising Agency | LEO BURNETT SYDNEY, AUSTRALIA |
| Media Agency | STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Mark Tutssel | Leo Burnett Chicago | Global Chief Creative Officer |
| Andy Dilallo | Leo Burnett Sydney | Chief Creative Officer |
| Grant Mcaloon/Kieran Ots/Vince Lagana | Leo Burnett Sydney | Creative Directors |
| Misha Mcdonald/Sharon Edmondston | Leo Burnett Sydney | Creative Group Head |
| Brad Grey/Justin Carew/Zaid Al/Asady | Leo Burnett Sydney | Art Director |
| Jim Walsh/Cameron Harris | Leo Burnett Sydney | Art Director |
| Iggy Rodriguez/Jonno Seidler | Leo Burnett Sydney | Copywriter |
| Alex Schieder/Bruno Nakano/Jason Young | Leo Burnett Sydney | Designers |
| Daniel Ardilly | Freelance | Dop Lighting Cameraman |
| Mitchell Trent/Rhys Davis/Sinisa Poznic | Leo Burnett Sydney | Developers |
| Adrian Gunadi | Leo Burnett Sydney | Executive Producer |
| Ronald Regis | Leo Burnett Sydney | Producer |
| Christopher Baron | Leo Burnett Sydney | Director/Editor |
| Amir Mireskandari | Leo Burnett Sydney | Photographer |
| Dark Matter Agency | Leo Burnett Sydney | Production Company |
| Rubber House Studio | Rubber House Studio | Production Company |
| Song Zu | Song Zu | Music |
| Suzie Baker | Leo Burnett Sydney | Group Business Director |
| Arno Lenior | Samsung | Chief Marketing Officer |
| Bianca Da Silva | Samsung | Marketing |
Despite years of government scare tactics, inexperience, speed and the ever-increasing distraction of smartphones mean that 1 in 3 young Australian drivers crash within their first year of driving, and 2 die on our roads every week. Our objective was to encourage young drives to drive safely in a new way by using Samsung's strongest connection point to the young- the smartphone. To do this we developed S-Drive, a program that encourages and rewards safe driving. At its heart is an app that monitors driving behaviour, giving out points for every safe kilometre travelled, which can be redeemed for rewards.
The ambient installations were an eye catching approach at getting our message out to young drivers, set up at their Universities, at the beach and by a popular café strip. Each installation had signage beside it that was embedded with NFC technology that allowed people to use the very cause of the problem, their smartphones, to tap and download the S-Drive app on the spot. The ambient installations played a key role in signing up 4500 participants within the first week and in turn helping transform one of the biggest distractions on the road into a life saving tool.
Newcastle is an Australian city with the highest youth accident rates in the country. On average 41 mobile phone related car incidents are recorded each day. To help raise awareness of a new Safe driving initiative by Samsung called S-Drive, we created ambient Text Crash installations to remind to young drivers of the dangers of texting and driving. The objective of these installations was to drive recruitment to the S-Drive program and promote road safety in a new way.
4,500 active participants 3,000,000+ safe kilometres travelled 25,000+ rewards claimed Crashes in S-Drive region down 25% Fatalities down 20% (17-25 yrs) compared to previous year 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. S-Drive to be factory installed on all Samsung Galaxy phones S-Drive now to roll out internationally with expressions of interest from 55 countries.