SAFE DRIVING PROGRAM - CAR CRASH

Short List
TitleSAFE DRIVING PROGRAM - CAR CRASH
BrandSAMSUNG
Product / ServiceS-DRIVE
CategoryA05. Use of Ambient Media: Large Scale
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Entrant Company LEO BURNETT SYDNEY, AUSTRALIA
Advertising Agency LEO BURNETT SYDNEY, AUSTRALIA
Media Agency STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA

Credits

Name Company Position
Mark Tutssel Leo Burnett Chicago Global Chief Creative Officer
Andy Dilallo Leo Burnett Sydney Chief Creative Officer
Misha Mcdonald/Sharon Edmondston Leo Burnett Sydney Creative Group Head
Justin Carew Leo Burnett Sydney Art Director
Iggy Rodriguez Leo Burnett Sydney Copywriter
Adrian Gunadi Leo Burnett Sydney Executive Producer
Ronald Regis Leo Burnett Sydney Producer
Danny Eastwood The Pool Collective Photographer
Yippee Ki Yay Yippee Ki Yay Production Company
Willy James Bernardoff Leo Burnett Sydney Director/Editor
Suzie Baker Leo Burnett Sydney Group Business Director
Grace Kluver Leo Burnett Sydney Account Manager
Arno Lenior Samsung Chief Marketing Officer
Bianca Da Silva Samsung Marketing
Grant McAloon/Vince Lagana Leo Burnett Sydney Creative Director

Results and Effectiveness

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.

Creative Execution

Based off our insight, the media team made it clear that traditional advertising wouldn't reach our target. S-Drive features a unique smartphone app that monitors driving behaviour, giving out points for every safe kilometre travelled, which can be redeemed for rewards. It is activated by NFC technology built into a customized phone cradle. 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. Targeted at a city with one of the worst youth accident rates in the country, we recruited drivers using phone messages and NFC sign ups, print, posters, outdoor, ambient, radio, YouTube videos, PR, and live activations at universities and surf festivals – all directing people to sdrive.com.au to learn more about road safety and sign up for S-Drive. People were also encouraged to form Drive Teams with friends via Facebook or their phone

Insights, Strategy and the Idea

Our insight came from the fact that despite years of government scare tactics, inexperience, speed and the ever-increasing distraction of smartphones mean that 1 in 3 young Australian drivers still crash within their first year of driving, and 2 die on our roads every week. The objective of this campaign was to reach out to all young drivers in a new way and help reduce the number of road accidents for this demographic. As one of the largest manufacturers of smartphones, Samsung is in a perfect position to influence behaviour using smartphones themselves, beginning a new dialogue around road safety and, in the process, turning 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 with the smartphone at its core. In this way the media became part of our message.