| Title | SAFE DRIVING PROGRAM |
| Brand | SAMSUNG |
| Product / Service | S-DRIVE |
| Category | B01. Corporate Image & Information |
| 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.
As one of the largest manufacturers of smartphones, Samsung is in a perfect position to lead by example when it comes to phone safety on our roads. Targeted at a city with one of the worst youth accident rates in Australia, S-Drive launched with a direct response recruitment campaign using pop up stores, ambient, print, posters, outdoor, radio, social, YouTube videos and PR all directing people to sdrive.com.au where they could learn more and sign up. NFC technology was also used where possible to sign people up on the spot.
S-Drive used a fresh approach to road safety advertising. By encouraging and rewarding safe driving rather than using shock tactics, we were able to engage a young audience who are resistant to lectures and government warnings. A social component also incentivised friends to create Drive Teams who could then win team-only rewards by motivating each other to drive safely. This reinforces the deadly 1 in 3 statistic while taking traditional peer pressure and using it for good. The desired outcome was for S-Drive to encourage youths to actively change their driving behaviour for the better.
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.