FAMI-NAVI

TitleFAMI-NAVI
ClientDONGFENG CIROEN
Product / ServiceC4, C3-XR, C4L, C5, C-QUATRE
CategoryA01. Activation by Location
EntrantBEIJING DENTSU ADVERTISING Beijing, CHINA
Idea Creation BEIJING DENTSU ADVERTISING Beijing, CHINA
Media D2C CHINA Shanghai, CHINA
Media 2 DONGFENG CIROEN Shanghai, CHINA
PR D2C CHINA Shanghai, CHINA
Production D2C CHINA Shanghai, CHINA
Production 2 PYRAMID FILM Shanghai, CHINA

The Campaign

We developed an innovative APP that includes a traffic safety education picture book for children and the navigation function for drivers, to remind drivers of safe driving on the road. Children can learn traffic safety by reading the picture book with their parents; meanwhile their voice will be recorded. Link the voice recognition technology with map data, the navigation voice features families’ voice recorded from reading. By being navigated by families’ voice to the destination while driving, it will remind the drivers of gentle driving manners when carrying their families on the car and arouse the attention of safe driving. It’s an APP that achieved the improvement of drivers’ driving manners with the Love of family.

Creative Execution

As the promotion of safety technology of Citroen China, an APP for both IOS and Android was launched in APP STORE on March 25,2016.The announcement focused on owned media and PR.

After the launch on March 25, over 90% of APP users (according to evaluation questionnaire of the 5-stage consciousness change, TOP2 92%, TOP BOX 50%) have evaluated that the APP made them started noticing the traffic safety manners. It changes the consciousness of drivers while driving, at the same time, contributes to the improvement of road safety rules of their families. It was a spectacular success for Citroen, whose brand concept is the symbiosis between human beings and car technology, at driving of Citroen brand message.

With the deterioration of traffic conditions due to the rapid increase of the number of vehicle, drivers feel upset or impatient while driving so that their driving inevitably become self-centered. Under this situation, we noticed the fact that driving manners of the drivers who driving with passengers is totally different from of whom driving alone. So we challenged to improve the safety driving manners by changing the awareness of drivers from self-centered way when driving alone, to gentle way when driving someone important. With technologies for the life people as Citroen aspires, we aimed to make a contribution to protect the drivers’ safety of car life and build a strong relevance with the brand.

Credits

Name Company Position
KAZUKI TSUBURAKU Beijing Dentsu Advertising CO., LTD Executive Creative Director
MANABU HOSHINO Beijing Dentsu Advertising CO., LTD Senior Creative Director
SI TAN Beijing Dentsu Advertising CO., LTD Creative Director
XIAOCHUN CHEN Beijing Dentsu Advertising CO., LTD Assistant Creative Director
HIRO KONOE D2C China Co., Ltd CEO
WILL CHEN D2C China Co., Ltd Associate Account Director
MISA CHEN D2C China Co., Ltd Senior Project Manager
TINA CHEN D2C China Co., Ltd Account Manager
CHIHIRO KAJIKAWA PYRAMIDFILM SHANGHAI Producer
QI DONG PYRAMIDFILM SHANGHAI Producer
Links
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