|Product / Service||C4, C3-XR, C4L, C5, C-QUATRE|
|Category||B02. Mobile Apps|
|Entrant||BEIJING 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|
|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|
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.
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.