SAFETY SELFIE

TitleSAFETY SELFIE
ClientTOYOTA MOTOR ASIA PACIFIC
Product / ServiceSAFETY CAMPAIGN
CategoryA03. Augmented Mobile Experience
EntrantDELPHYS SINGAPORE, SINGAPORE
Idea Creation DELPHYS SINGAPORE, SINGAPORE
Idea Creation 2 HAKUHODO I-STUDIO Tokyo, JAPAN
Media DELPHYS SINGAPORE, SINGAPORE
PR DELPHYS SINGAPORE, SINGAPORE

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.

Credits

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)
Links
Application URL   |   Supporting Webpage