REDUCE SPEED DIAL

Short List
TitleREDUCE SPEED DIAL
ClientVOLKSWAGEN
Product / ServiceVOLKSWAGEN
CategoryA02. Creative Innovation (incl. business solutions in association with a brand or creative campaign)
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Entrant Company COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency COLENSO BBDO Auckland, NEW ZEALAND
Production Company FINCH Auckland, NEW ZEALAND

The Brief

Volkswagen spends over US$13.5 billion on R&D every year. The largest of any company. Safety and innovation are at the forefront of that investment. And while their cars continue to get better, and safer – we still see unecessary levels of casualty and fatality on New Zealand roads. In NZ, speeding was the sole contributing factor in 32% of all urban road fatalities and 28% of all open road fatalities between 2011 and 2014. The highest of any contributing factor. Casualty and fatality on the road don’t occur because our cars aren’t safe enough - they occur because of poor decisions made by drivers. These poor decisions are the result of momentary lapses in judgment where our rational, responsible selves take a backseat to the irrational person racing to a meeting, or overtaking a frustratingly slow driver. As ‘The People’s Car’ we wanted to understand if we could engineer safer drivers, too. With such a task, we needed to collaborate with a team of engineers at Volkswagen, FINCH Company to find consumers and document the experience, Carvoyant to track our drivers and present telemetry, our technical and creative experts and a human behavioural psychologist to understand where we could have the most influence on driver behaviour.

Following 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, which is a 15% reduction. One family did not break the speed limit after the installation of the personalised speed dial Three out of the four drivers reduced their incidence of speeding in 100km zones by 50% 75% of the drivers’ did not exceed their maximum recorded speed from phase one. Half of the drivers’ maximum speeds reduced. Overall, all of the families reduced their speed in multiple driving situations. - We are currently in discussions with the New Zealand Transport Association regarding elevating this idea into a broader pilot in NZ for scoping feasibility longer term. - We’re developing a digital version for the arrival of digital speedometers. - Its long-term application is currently being considered by Volkswagen for global implementation. Its scalability and scope for widespread implementation is significant, and we’re excited by the possibilities this could present for future driver safety initiatives. “The Reduce Speed Dial initiative has changed the way we look at car safety.” Tom Ruddenklau, GM Volkswagen NZ.

Consumers are used to seeing road safety messages. Heavy government investment above the line to drive awareness of road safety messaging is rife in New Zealand and while effective, it comes with diminishing returns. Rarely are the messages top of mind when you’re behind the wheel. While this investment has people well educated around the perils on the road, poor decision making still results in large numbers of casualty or fatality. We wanted to create something that truly elicited a direct response from drivers before they made a mistake. The Volkswagen Reduce Speed Dial is a replacement panel for the speedometer in Volkswagens. The speed dials follow all of the clarity and safety restrictions of a standard speedometer, but the dial is personally hand written by a loved one. This simple, personal mnemonic was designed to remind drivers what they have to live for at the exact moment they consider speeding – and as a reminder of their loved ones even when they weren’t in the car with them. An application for use at a dealership was developed and children were able to trace the numbers, choose colours and draw a personalized message for the driver. This information was mapped onto a Volkswagen Golf’s blank speedometer panel, inserted and calibrated. We monitored driving habits before and after the installation, to understand if the personalized speed dial changed driver behaviour. It did.

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
Angela Spain FCB Media PR & Activation
Steven Boniface Steven Boniface Photographer
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