Category A01. Activation by Location
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


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 tag line 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

Since people who use their phone while driving doesn’t seem to listen, we decided to try a new kind of solution. Instead of approaching the drivers, we reached out to the websites and apps that the drivers are using. And that’s why we created Safety Code. A new free code that apps and websites could use to stop people from using their phone while driving. When people use an app or a website 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.

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 website or use an app that has implemented Safety Code. Since Audi is the developer behind the code, Audi becomes the brand that pops up when the drivers are asked to stop using the phone. A friendly reminder that shows that Audi is an innovative brand that truly is caring about peoples’ safety.

Describe the execution

The code was first implemented and launched on Audi Sweden’s website in December 2017, just before the heavy Christmas traffic. At the same time, we released the code at and invited developers to visit the site to copy and implement the code in their app or website. 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 and 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.