The Campaign

We succeeded to launch the WORLD FIRST seatbelt recognition mobile app to encourage drivers and passenger to wear seatbelt by featuring the "selfie culture" in ASEAN countries.

Creative Execution

Collaborated with Yamasaki Lab of The University of Tokyo to implement machine-learning and deep-learning technology to develop an original program that automatically detect if the user is wearing a seatbelt by simply scanning a selfie taken by the app. With several app updates, the recognition rate reached to 95%. Once the seatbelt is recognized, the app applies cheerful photo effects (more than 1,000 variations) which motivates people to upload the photo on social media and participate in other TOYOTA safety campaigns.

More than 20,000 selfies were taken with the app. App downloaded by people in 88 countries. More than 70% of seatbelt usage rate. (Based on Toyota original Web survey)

We raised the awareness toward the importance of seatbelt, most communication messages tend to take the threatening approach such as reminding the potential of fatal accidents. For a visible change among drivers and passengers, TOYOTA aspired to take a completely different approach, casual and friendly manner.