The Campaign

Kiddy Co-Pilot is a simple driving game that challenges kids to avoid crashing into vehicles to collect points. Using a GPS Satellite tracking system, the app tracks the speed and location of the car and even tracks real-time speed limits, much like satellite navigation units. The game can only be played in a moving car. If the driver goes above the speed limit, points in the game will automatically start deducting. The only way to stop losing points is to drive within the speed limit. Children will now tell their parents to slow down when they speed.

Creative Execution

• Implementation: Mobile App • Placement: Google PlayStore, Apple AppStore • Scale: Small • Brand relevance: By tapping into an existing technology – GPS Satellite Location, Peugeot saw a potential in empowering children to change their parent’s driving behaviour. Because children in the back seat are often playing games on their devices, Peugeot created Kiddy Co-Pilot – a mobile app that gives children permission to be positive back-seat drivers. The speed of the car being driven directly affects the mobile app in real-time. Real-time data is also used to determine the actual speed limit of the road being driven on. Points will start deducting in the game if the real car is being driven above the speed limit. The game also tracks movement as it can only be played in a moving car. Because there’s no better person to make parents slow down than those little back seat drivers. • Touch points: Mobile/Digital • Materials, style elements, design choices: NA • Methods and process: Kiddy Co-Pilot is a simple driving game that challenges kids to avoid crashing into vehicles to collect points. Using a GPS Satellite tracking system, the app tracks the speed and location of the car and even tracks real-time speed limits, much like satellite

Kiddy Co-Pilot is Peugeot’s road safety drive to counter the spike in road accidents during festive seasons. The app was launched in April to prepare for the biggest festival in the predominantly Muslim country of Malaysia, “Hari Raya” which will be celebrated in July of this year (2016). Kiddy Co-Pilot has started to gain traction around the major social networks and continues to generate impressions around the country. However, the real test will only be available after July when the road safety department releases the statistics for this year’s road accidents.

Peugeot saw a potential in empowering children to change their parent’s driving behaviour. Because children in the back seat are often playing games on their devices, Peugeot created Kiddy Co-Pilot – a mobile app that gives children permission to be positive back-seat drivers. Because there’s no better person to make parents slow down than those little back seat drivers.