The Brief

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 reach out to young drivers in a new way by using Samsung's strongest connection point to the young - the smartphone. To do this we created a promotion called S-Drive to encourage and reward 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.

Describe how the promotion developed from concept to implementation

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 promotion 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 help drive recruitment to the S-Drive program and promote road safety in a new way. Explain

Describe the success of the promotion with both client and consumer including some quantifiable results

S-Drive Results After 6 Weeks: 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.

Explain why the method of promotion was most relevant to the product or service

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 sign up to S-Drive 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.