Title	SAFETY CODE
Brand	AUDI
Product/Service	BRAND BUILDING CAMPAIGN FOR AUDI
Category	B09. Use of Mobile
Entrant	ÅKESTAM HOLST Stockholm, SWEDEN
Idea Creation	ÅKESTAM HOLST Stockholm, SWEDEN
Production	ÅKESTAM HOLST Stockholm, SWEDEN
Production 2	PROVIDE IT Gothenburg, SWEDEN
Production 3	BKRY Stockholm, SWEDEN

Name	Company	Position
Magnus Jakobsson	Åkestam Holst NoA	Executive Creative Director
Michal Sitkiewicz	Åkestam Holst NoA	Art Director
Eva Wallmark	Åkestam Holst NoA	Art Director
Jeremy Phang	Åkestam Holst NoA	Art Director
Rickard Beskow	Åkestam Holst NoA	Copywriter
Kalle Åkestam	Åkestam Holst NoA	Copywriter
Lina Engler	Åkestam Holst NoA	Account Director
Jennie Strinnhed	Åkestam Holst NoA	Account Manager
Simon Stefansson	Åkestam Holst NoA	Planner
Johan Eklund	Åkestam Holst NoA	Digital Producer
Kalle Peterz	BKRY	Programmer
Henrik Adenskog	BKRY	Producer
Eskil Lundberg	BKRY	Motion Graphic Artist
Nisse Axman	BKRY	Motion Director
Olov Öqvist	BKRY	Graphic Design

Why is this work relevant for Media?

With Safety Code, we found a new way of reaching out to people that are using their phones while driving to encourage them to stop. A highly relevant target group which behavior is putting their own, other drivers’ and pedestrians’ safety at risk. By building this new script that is easy to implement in apps and on websites, Audi becomes a brand that pops up and encourages people to stop their vital behavior.

Background

Audi is an innovative brand that always puts the driver in the center. They truly care about the drivers’ safety and that’s why they have continued to present new innovations that have made the life on the road safer. Our brief was to bring this story to life and at the same time bring new life to their tagline vorsprung durch technik. We decided to tackle one of the most vital behaviors on the roads – drivers who are using their cell phones. It’s a huge issue that causes millions of accidents each year. And since people nowadays are addicted to their smartphones, existing solutions that depend on the user to download apps or install hardware don't have much impact. The obvious solution would be to put the phone in flight mode or hide it in the glove compartment. But unfortunately, people don’t behave like that.

Describe the creative idea/insights

Since people who use their phone while driving doesn’t seem to listen, we decided to try a new solution. Instead of approaching the drivers, we reached out to the apps and websites that the drivers are using. And that’s why we created Safety Code. A new free code that apps and websites could use to encourage people to stop using their phone while driving. When people use an app or visit a site that has implemented Safety Code, the script analyses the visitors’ GPS position to determine if they are driving. If they are moving over 20 km/h, the content will be blocked and the visitors will need to confirm they aren’t the driver to continue to use their phone. By doing this, we created a new highlight relevant media solution where we could reach drivers at times when they are putting their own and others’ safety at risk.

Describe the strategy

Instead of targeting the drivers, we reached out to the apps and sites that the drivers are using. By providing them with this simple tool, we gave them a simple way to help out to make to roads safer. With Safety Code, Audi is able to reach a highly relevant target group at a time when they are exposing themselves, other drivers and pedestrians to danger. We do not only reach Audi drivers but all drivers who visit a site or us an app that have implemented Safety Code. Since Audi is the developer behind the code, developers that use the code are helping Audi to spread the message. Audi becomes the brand that encourages people to stop using their phone while driving.

Describe the execution

The code was first implemented and launched on Audi Sweden’s website Audi.se in December 2017, just before the heavy Christmas traffic. At the same time, we released the code at safetycode.se/eng and invited developers to copy and implement the code on their websites or in their app. To spread the word we used a traditional PR campaign and a short online film that we shared with news sites and developers who were happy to write about the project. But the project has just started. Safety Code has only been live for three months and is an ongoing project and campaign that gets bigger for every day. In just the first three months, the code has been activated over 1.1 million times. At the moment, we’re expanding the project by developing a version for Android apps.

List the results

In the first three months, the code has been activated over 1.1 million times, potentially stopping numerous accidents. The initiative started in Sweden. Audi Denmark and Audi Middle East have now followed by implementing the code. Audi Global are now encouraging all local markets to implement the code on their local sites. Australian Automotive Association, AAA, has reached out to Audi and is now looking to roll out the project to their 9 million members in Australia. Safety Code has just been launched. The project is getting bigger for every day and each day Audi is able to reach more and more people who are using their phone while driving. Soon, we’ll be launching a version for Android apps.