SAFE DRIVING PROGRAM

Short List
TitleSAFE DRIVING PROGRAM
BrandSAMSUNG
Product / ServiceS-DRIVE
CategoryA03. Mobile Applications
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
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
Grace Kluver Leo Burnett Sydney Account Manager
Arno Lenior Samsung Chief Marketing Officer
Bianca Da Silva Samsung Marketing
Grant McAloon/Vince Lagana/Kieran Ots Leo Burnett Sydney Creative Directors

Creative Execution

S-Drive recruited drivers with a fully integrated campaign recruitment that included live activations, print, posters, outdoor, ambient, radio, 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. Free S-Drive kit came with a phone cradle equipped with an NFC chip that activated the S-Drive app along with safe driving mode, allowing for voice only responses. Using GPS data, the app then monitors the speed limit, awarding you points for staying below the limit. Points can then be redeemed for rewards.

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.

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. In a country with one of the highest smartphone penetration levels in the world, Samsung saw that it could actually use its smartphones to promote road safety, and in the process, turn a distraction on the road into a life saving tool. Introducing S-Drive - a program that encourages and rewards safe driving. At its heart is a smartphone app that monitors driving behaviour, giving out points for every safe kilometre travelled, which can be redeemed for rewards. An additional social component incentivised people to create Drive Teams with two friends. They could then motivate each other to drive safely to win special team-only rewards, reinforcing the deadly 1 in 3 statistic and using peer pressure for good.

Links
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