Title | SAFETY SELFIE |
Brand | TOYOTA MOTOR ASIA PACIFIC |
Product / Service | SAFETY CAMPAIGN |
Category | A03. Augmented Mobile Experience |
Entrant | DELPHYS SINGAPORE, SINGAPORE |
Idea Creation | DELPHYS SINGAPORE, SINGAPORE |
Idea Creation 2 | HAKUHODO I-STUDIO Tokyo, JAPAN |
Media | DELPHYS SINGAPORE, SINGAPORE |
PR | DELPHYS SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Yasunori Nakajima | Delphys Hakuhodo International Pte. Ltd. | Account Manager |
Jo-anne Sng | Delphys Hakuhodo International Pte. Ltd. | Account Director |
Ken Masumura | HAKUHODO Inc. | Creative Director |
Tomomi Taira | HAKUHODO Inc. | Strategic Planning Director |
So Nishio | HAKUHODO Inc. | Strategic Planner |
Tomoya Ikeda | HAKUHODO i-studio Inc. | Art Director |
Miho Oosaka | HAKUHODO i-studio Inc. | Designer |
Junpei Kawasaki | HAKUHODO i-studio Inc. | Creative Technologist |
Hideaki Tanaka | HAKUHODO i-studio Inc. | Technical Director |
Taku Iwahashi | HAKUHODO i-studio Inc. | Technical Director / Programmer |
Hiroshi Koi | HAKUHODO i-studio Inc. | Technical Consultant |
Akihiko Kawasoe | HAKUHODO i-studio Inc. | Technical Director |
Akihiro Chaya | HAKUHODO i-studio Inc. | Programmer |
Toshihiko Shindo | HAKUHODO i-studio Inc. | Programmer |
Yuta Hirakawa | HAKUHODO i-studio Inc. | Programmer |
Takuya Asahida | HAKUHODO i-studio Inc. | Programmer |
Tatsuya Furuta | HAKUHODO i-studio Inc. | Infrastructure Engineer |
Takayuki Yoshihara | HAKUHODO i-studio Inc. | Project Manager & Producer |
Toshihiko Yamasaki | Yamasaki Lab of The University of Tokyo | Associate Professor (Seatbelt Recognition Algorithm: Deep Learning) |
Takuto Honma | Yamasaki Lab of The University of Tokyo | Bachelor (Seatbelt Recognition Algorithm: Deep Learning) |
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.
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.
Application URL | Supporting Webpage