| Title | THE PEDAL SAFE PROJECT |
| Brand | JAKARTA BINTANG CYCLIST CLUB |
| Product / Service | CYCLIST SAFETY CAMPAIGN |
| Category | B02. Use of Other Digital Solutions in a Direct Marketing Campaign |
| Entrant | DENTSU UTAMA Kuala Lumpur, MALAYSIA |
| Entrant Company | DENTSU UTAMA Kuala Lumpur, MALAYSIA |
| Advertising Agency | DENTSU UTAMA Kuala Lumpur, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Ted Lim | Dentsu Asia | Chief Creative Officer |
| Chow Kok Keong | Dentsu Utama | Executive Creative Director |
| Chow Kok Keong | Dentsu Utama | Art Director |
| Loo Kok Seng | Dentsu Utama | Art Director |
| Yuki Siew | Dentsu Utama | Art Director |
| Chloe Wang | Dentsu Utama | Copywriter |
| Lim Khai Xing | Dentsu Utama | Copywriter |
| Cheng Ling Wei | Dentsu Utama | Digital Art Director |
| Eric Leong | Dentsu Utama | Digital Art Director |
| Phang Chan Howe | Orangeapes | Digital Programmer |
| Chey Feng Mey | Dentsu Utama | AV Producer |
| Wong Fok Loy | Dentsu Utama | Producer |
| Stephanie Lai | Dentsu Utama | Studio Manager |
| Omar Shaari | Dentsu Utama | Chief Executive Officer |
| Hideo Katakura | Dentsu Utama | Vice President |
| Keat Soh | Dentsu Indonesia | Account Director |
| Lee Pai Seang | Freelancer | Post Production Editor |
| Grand Theft Records | Grand Theft Records | Audio House |
| CK Lim | Untold Images | Director Of Photography |
Cycling is getting increasingly popular in Jakarta. But the number of car accidents involving cyclists has been on the rise. Many lives were taken because drivers did not pay enough attention to cyclists. The Jakarta Bintang Cyclist Club saw the problem and wanted to reduce road fatalities. Together with GPS Bay, a popular navigation app in Indonesia, we introduced ‘The Pedal Safe’ project, where we communicated with cyclists directly via the app. One feature, cyclist alert, was added to the existing app, much to the convenience of the cyclists. More than just keeping cyclists safe on the road, this simple addition also helped drivers stay alert of cyclists ahead.
Drivers in Jakarta use navigation app to help them find the shortest and most time-saving route when they are stuck in traffic jams. Even though cycling is gaining popularity in Indonesia, the lack of cycling lanes in Jakarta has forced cyclists to take cycling to the road, hence increasing the number of cyclist fatalities. The Jakarta Bintang Cyclist Club saw the problem and collaborated with GPS Bay, popular navigation app in Indonesia, to keep cyclists safe. One simple feature, cyclist alert, was added to the existing app to detect cyclists and to inform drivers of cyclists ahead. How it works: First, cyclist downloads the GPS Bay Navigation app. The cyclist registers and chooses the cyclist mode. He enters the destination and activates the app. When the app on the driver’s phone detects a cyclist within a 1 km radius, a cyclist icon will appear to alert the driver.
The aim is to communicate with cyclists in Jakarta regarding road safety issues via a navigation app. This smart move not only keep cyclists safe on the road, it also helps driver stay alert and avoid crashing into cyclists.
Cyclist safety awareness was raised, and fatalities dropped to 30%. Many cyclists in Jakarta started using the app. This simple innovation garnered widespread public and media attention. But most importantly, this one simple solution resulted in a great impact on cyclists’ safety on the road.