注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

SAFE DRIVING PROGRAM

基本信息
行业: 视听与电子产品
媒体:网络
投放:澳大利亚
语言:英语
风格: Minimalism
说明cnen
Results and Effectiveness:
A fresh, new approach that has successfully engaged participants to actively change their own driving behaviour for the better. Drive Teams have also turned peer pressure into a positive force.

Results after 6 weeks:

2,500 active participants.

20,000+ S-Drives undertaken.

1,000,000+ safe kilometres travelled.

50,000+ rewards claimed.

0 road fatalities – the lowest death toll in the launch region since 1936.

Program participation has climbed week-on-week instead of declining after launch like traditional advertising campaigns.

Speed and mobile related infringements are also down 25% and all participants interviewed experienced a significant change in their driving behavior.

Creative Execution:
Based off our insight, the media team made it clear that traditional advertising wouldn’t reach our target.

S-Drive features a unique smartphone app that monitors driving behaviour, giving out points for every safe kilometre travelled, which can be redeemed for rewards. It is activated by NFC technology built into a customized phone cradle.

By encouraging and rewarding safe driving rather than using shock tactics, we were able to engage a young audience who are resistant to lectures and government warnings.

Targeted at a city with one of the worst youth accident rates in the country, we recruited drivers using phone messages and NFC sign ups, print, posters, outdoor, ambient, radio, YouTube videos, PR, and live activations at universities and surf festivals – all directing people to sdrive.com.au to learn more about road safety and sign up for S-Drive.

People were also encouraged to form Drive Teams with friends via Facebook or their phone contacts. They could then motivate each other, turning peer pressure into a positive force.

Insights, Strategy and the Idea:
Our insight came from the fact that despite years of government scare tactics, inexperience, speed and the ever-increasing distraction of smartphones mean that 1 in 3 young Australian drivers still crash within their first year of driving, and 2 die on our roads every week.

The objective of this campaign was to reach out to all young drivers in a new way and help reduce the number of road accidents for this demographic.

As one of the largest manufacturers of smartphones, Samsung is in a perfect position to influence behaviour using smartphones themselves, beginning a new dialogue around road safety and, in the process, turning one of the biggest distractions on the road into a life saving tool.

And so S-Drive was born – a program that encourages and rewards safe driving with the smartphone at its core. In this way the media became part of our message.
制作信息
品牌:
广告公司:
首席创意官:
创意总监:
文案:
美术指导:
摄影:
设计:
客户经理:
制作公司:
制片:
导演:
剪辑:
音乐:
其他职位:Creative Group Heads: Misha Mcdonald/Sharon Edmondston
Developers: Daniel Terrier/Keong Seet
Developers: Mitchell Trent/Rhys Davis/Sinisa Poznic
Group Business Director: Suzie Baker
Chief Marketing Officer: Arno Lenior
Marketing: Bianca Da Silva
Global Chief Creative Officer: Mark Tutssel
PR: Edelman
奖项
戛纳国际创意节 2014
铜奖 媒介应用
Use of Mobile Devices
The Kinsale Shark Awards 2014
金奖 媒介应用
Best local execution of a global brand
The Kinsale Shark Awards 2014
银奖 媒介应用
Innovative use of technology
最新更新
加载中...
赞助商