| Title | SLOWDOWNDAD |
| Brand | SAMSUNG ELECTRONICS |
| Product/Service | SLOWDOWNDAD |
| Category |
A03. MOBILE APPLICATIONS |
|
Entrant Company
|
CHEIL GERMANY Schwalbach, GERMANY
|
|
Advertising Agency
|
CHEIL GERMANY Schwalbach, GERMANY
|
|
Advertising Agency 2
|
CHEIL POLAND Warsaw, POLAND
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP GERMANY Frankfurt am Main, GERMANY
|
|
Production Company
|
DAS WERK Frankfurt, GERMANY
|
Credits
| Thomas Schröder |
Cheil Germany Gmbh |
Creative Director |
| Roland Rudolf |
Cheil Germany Gmbh |
Chief Creative Officer |
| Edyta Kotowicz |
Cheil Germany Gmbh |
Senior Copywriter |
| Annika D'ambrogio |
Cheil Germany Gmbh |
Copywriter |
| Miriam Preissinger |
Cheil Germany Gmbh |
Art Director |
| Mateus Vilela |
Cheil Germany Gmbh |
Art Director |
| Sung Chan Ra |
Cheil Germany Gmbh |
Regional Head |
| Volker Selle |
Cheil Germany Gmbh |
Chief Executive Officer |
| Lukas Jurik |
Freelance |
Illustrator |
| Samater Liban |
Cheil Germany Gmbh |
Director Campaigning |
| Kai Hartung |
Cheil Germany Gmbh |
Production/Artbuying |
| Jacob De Bock |
Cheil Germany Gmbh |
Junior Planner |
| Anne Caren Zeiß |
Freelance |
Audiobook Narrator |
| Daril Kim |
Cheil Poland |
Chief Executive Officer |
| Marcin Talarek |
Cheil Poland |
Innovation Director |
| Maciej Jarosz |
Cheil Poland |
Art Director |
| Tomasz Luczynski |
Cheil Poland |
Senior Application Designer |
| Adam Kudybinski |
Cheil Poland |
Digital Studio Manager |
| Renato Novakovic |
Freelance |
Director |
| Manuel Wenger |
Freelance |
Director |
| Die Seitenschneider |
|
Additional company |
| A.R.T. Studios |
|
Additional company |
Creative Execution
Slow Down Dad is an audiobook player app for kids. It entertains them on road trips with adventurous stories. But it is also the first audiobook player that keeps track of the car’s current speed and position with GPS and OpenStreetMap. When the car exceeds the speed limit dangerously, the audio is played in fast forward. The kid can’t follow the story any longer and alerts the driver. And no father can easily ignore this warning. When the driver slows down to the allowed speed, the audiobook rewinds and is played back in normal speed without missing a single word.
SlowDownDad campaign reached more than 14.8 million people.
Almost 620,000 women discussed the problem and shared our solution on blogs, Facebook, YouTube and Twitter.
In the first week of the campaign, more than 350,000 unique visitors were at the campaign microsite.
More than 50,000 people viewed the online teaser in the first week.
Within the first 4 days, approximately 11,000 parents downloaded SlowDownDad at the Samsung App Store.
3,572 families actively used it during the first week and reached their destination safely.
Every 18 minutes, a kid is involved in a car accident. 58% of all fathers confess they exceed speed limits even when driving with their family on board. Mothers understand this problem but their partners usually don’t listen to them if they complain about this dangerous behavior. How could Samsung enable women to change male driving behavior in an effective way? We created Slow Down Dad, a smart mobile app, which helps women to protect their families on road trips - by letting the children speak up. The complaint from the child carries a very strong emotional force and appeals directly to the father's sense of responsibility. This app was launched with an online teaser video, banners, blog articles and social media directed to women. In this way, women were engaged in a discussion and led to the microsite and app store where they could download the app.