REDUCE SPEED DIAL

Grand Prix

Case Film

Presentation Board

ClientVOLKSWAGEN
ProductVOLKSWAGEN
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Type of EntryCraft
CategoryA09. Innovative Use of Technology
TitleREDUCE SPEED DIAL
Product/ServiceVOLKSWAGEN
Entrant Company COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency COLENSO BBDO Auckland, NEW ZEALAND
Production Company FINCH Auckland, NEW ZEALAND

Creative Execution

A digital application was created that enabled consumers to create a speedometer for a loved one. A group of digital tools enabled them to recreate the speedometer’s numbers, and draw a simple, personalised image to be placed in the centre of the speedometer. The app translated the creation into a legally accepted Volkswagen Golf speedometer, and the resulting designs were inserted into our cars. We partnered with Carvoyant to monitor driving habits and deliver telemetry before and after the installation, to understand if we could in fact, engineer safer drivers.

Turns out, we can. Following the installation of the personalized speed dial, all of the families involved reduced their speed in multiple driving situations. Some examples are below: - One family had no recorded speed infringements after the installation of the personalised speed dial - One family reduced their top speed by 19kmh from a max of 123km to a max of 104km - Half of the drivers’ maximum speeds reduced after fitting their personalised speed dial - Three out of the four drivers reduced their incidence of speeding in 100km zones by 50%. The Reduce Speed Dial’s long-term application is currently being considered by Volkswagen for global implementation.

We wanted to understand if Volkswagen could in fact, engineer safer drivers. In NZ, speeding was the sole contributing factor in 30% of all road fatalities between 2011 and 2014. The highest of any contributing factor. Casualty and fatality on the road occur because of poor decisions made by drivers. These poor decisions are the result of momentary lapses in judgment. Our rational, responsible selves take a backseat to the irrational person racing to a meeting, or overtaking a frustratingly slow driver. This idea disrupts behaviour at this critical moment. The Volkswagen Reduce Speed Dial is a replacement panel for the speedometer in Volkswagens. It follows all of the clarity and safety restrictions of a standard speedo, but the dial is personally hand written by a loved one. This simple, personal mnemonic reminds drivers what they have to live for at the exact moment they consider speeding.

Credits

Name Company Position
Nick Worthington Colenso BBDO/Proximity New Zealand Creative Chairman
Levi Slavin Colenso BBDO/Proximity New Zealand Creative Director
Aaron Turk Colenso BBDO/Proximity New Zealand Head of Digital Creative
Scott Coldham Colenso BBDO/Proximity New Zealand General Manager
Krystel Houghton Colenso BBDO/Proximity New Zealand Business Director
Andy McLeish Colenso BBDO/Proximity New Zealand Head Of Planning
Mike Davison Colenso BBDO/Proximity New Zealand Head of Art
Reks Kok Colenso BBDO/Proximity New Zealand Retoucher
Natasha Gill Colenso BBDO/Proximity New Zealand Senior TV Producer
Sheriden Derby Colenso BBDO/Proximity New Zealand Producer
Tim Freeman Colenso BBDO/Proximity New Zealand Executive Digital Producer
Robbie Boyd Colenso BBDO/Proximity New Zealand Digital Developer
Steven Boniface Steven Boniface Photographer
Angela Spain FCB Media PR & Activation
Tom Ruddenklau Volkswagen General Manager
Ben Montgomery Volkswagen National Marketing Manager
Jake Tobin Volkswagen Senior Brand Manager
Michael Hilliard Finch Executive Producer
Jimena Murray / Amy Dymond Finch Producer
Luke Bouchier Finch Director
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