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Safe Cap

basics
Industry: Automotive & Services
Media:TV & Cinema
Market:Brazil
Style: Minimalism
descriptioncnen
Synopsis
The profession with more deaths in Brazil is the truck driver. And big part of these deaths happen because they fall asleep while driving, causing many accidents. Which puts in risk not only their lives, but also the lives of anyone on the roads.
Strategy
We looked to an accessory that the truckers already use in his trips to don’t let them sleep at the wheel: a cap. Our strategy was to create something wearable capable to alert them when they are too tired to continue driving. And in this way avoid acidentes on the roads. And to get the audience's attention, we launched it at Fenatran 2017, the largest truck trade show in Latin America.
Relevancy
A cap that alerts the truckers when they are too tired to drive highlights the values of the brand through a totally directed, immersive and innovative experience. Once cap is a widely used accessory for truckers, Ford Trucks has turned it into a safety feature behind the wheel. What became clear for truckers is that the brand is not only concerned about selling its products, but also concerned about ensuring the safety of its target and of all those who hit the road.
Outcome
The launch of SafeCap took place during the opening of FENATRAN 2017, the largest international truck fair in Latin America. And since then, became news in more than 40 countries, had over 437.000.000 impressions, a reach of 117.000.000 people and over $21.000.000 in earned media.
Execution
The first step in the creation of the accessory was to carry out a study to identify the movements of the truck driver related to his normal work routine and those that indicate sleep. This database was then transferred to a software installed in the cap, which works connected to an accelerometer and a gyroscope to identify each type of situation. Whenever the cap identifies a sleepy behaviour, it alerts the driver with sound, light and vibration.
CampaignDescription
We developed a cap with a software inside that uses an accelerometer and a gyroscope to identify the movements of the truck driver’s head and alert them in case of sleepy behaviour.
credit
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awards
Cannes Lions International Festival of Creativity 2018
Silver Brand Experience & Activation
Sectors > Automotive
Cannes Lions International Festival of Creativity 2018
Shortlist Brand Experience & Activation
Tech-led Brand Experience
Cannes Lions International Festival of Creativity 2018
Shortlist Creative Data
Data-driven Consumer Product
Cannes Lions International Festival of Creativity 2018
Shortlist Creative Data
Data-technology
Clio Awards 2018
Bronze Direct
Out of Home
Clio Awards 2018
Shortlist Digital/Mobile & Social Media Technique
User Experience
Clio Awards 2018
Shortlist Innovation
Product Innovation
Clio Awards 2018
Shortlist Product Design
Vehicles & Accessories
D&AD 2018
Wood Pencil Digital Marketing
Innovative Use of Beta Technology
The One Show 2018
Silver Pencil Intellectual Property
Physical Product
The One Show 2018
Merit Direct Marketing
Guerrilla Marketing
The One Show 2018
Merit Interactive
Innovation in Interactive / Experiential
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