The Campaign

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. It was time to reach out to them in a different way. Samsung saw that it could actually use its smartphones to begin a new dialogue around road safety and, in the process, turn one of the biggest distractions on the road into a life saving tool. And so S-Drive was born – 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 - points that can be redeemed for rewards. A social component also incentivised people to create Drive Teams with friends who could then win team-only rewards. S-Drive encouraged youths to actively change their driving for the better.

Success of the Campaign

A fresh, new approach that has successfully engaged participants to actively change their own driving behaviour for the better. Drive Teams have also turned peer pressure into a positive force. 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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Targeted at a city with one of the worst youth accident rates in the country, S-Drive recruited drivers with a fully integrated recruitment campaign that included print, posters, outdoor, radio, social, YouTube videos and PR – all directing people to sdrive.com.au where they could learn more and sign up. Activations at surf festivals and universities also signed up people on the spot. The free S-Drive kit came with a phone cradle equipped with an NFC chip that automatically activated the S-Drive app and safe driving mode, allowing for voice only responses, discouraging drivers from touching their phones. Using GPS data, the app then monitors the speed limit, awarding you points for staying below the limit. Drive Teams could also be formed via social media to win team-only rewards. Points can be redeemed for rewards that range from the everyday, such as free coffee and fuel, to the once in a lifetime, such as ski trips.