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

S-Drive used a completely new 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 reach out via Facebook or their phone contact list 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 for S-Drive was to encourage youths to actively change their driving behaviour for the better.

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

As one of the largest manufacturers of smartphones, Samsung is in a perfect position to use them as part of a promotion. Targeted at a city with one of the worst youth accident rates in Australia, S-Drive launched with live activations at universities and surf festivals. The promotion also included print, posters, outdoor, ambient, radio, YouTube videos, social and PR – all directing people to sdrive.com.au to learn more and sign up. The ambition was to make safe driving enjoyable and even fun and let Samsung turn a distraction on the road into a life saving tool, creating a new level of brand engagement.