Volkswagen Case study Reduce Speed Dial, 4 by Colenso BBDO Auckland, Finch

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Reduce Speed Dial, 4

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Industry Cars
Media Case study
Market New Zealand
Agency Colenso BBDO Auckland
Creative Director Levi Slavin
Art Director Aaron Turk
Agency Finch
Director Luke Bouchier
Released May 2015

Awards

Cannes Lions, 2015
CYBER BRANDED TECH: TANGIBLE TECH (INCL. DIGITAL PRODUCTS, UTILITIES & TOOLS) SILVER
PROMO AND ACTIVATION PRODUCT & SERVICE: CARS & AUTOMOTIVE SERVICES SILVER
OUTDOOR AMBIENT: TRANSIT BRONZE

Credits & Description

Brand: Volkswagen New Zealand
Advertiser: Volkswagen New Zealand
Agency: Colenso Bbdo, Auckland
Creative Chariman: Nick Worthington
Creative Director: Levi Slavin
Art Director: Aaron Turk
Account Director: Krystel Houghton
Agency Producer: Natasha Gill
Film Production Company: Finch, Sydney
Director: Luke Bouchier
Executive Producer: Corey Esse/Michael Hilliard
Film Producer: Amy Dymond
Campaign Summary: In Nz, Speeding Was The Sole Contributing Factor In 32% Of All Urban Road Fatalities And 28% Of All Open Road Fatalities Between 2011 And 2014. The Highest Of Any Contributing Factor. Casualty And Fatality On The Road Dont Occur Because Our Cars Arent Safe Enough - They Occur Because Of Poor Decisions Made By Drivers. These Poor Decisions Are The Result Of Momentary Lapses In Judgment. Our Rational, Responsible Selves Take A Backseat To The Irrational Person Racing To A Meeting, Or Overtaking A Frustratingly Slow Driver. This Idea Disrupts Behaviour At This Critical Moment. The Volkswagen Reduce Speed Dial Is A Replacement Panel For The Speedometer In Volkswagens. It Follows All Of The Clarity And Safety Restrictions Of A Standard Speedo, But The Dial Is Personally Hand Written By A Loved One. This Simple, Personal Mnemonic Reminds Drivers What They Have To Live For At The Exact Moment They Consider Speeding. Inserted Into Select Volkswagen Families Golfs, We Monitored Their Driving Habits Before And After, To Understand If We Could In Fact, Engineer Safer Drivers. Turns Out, We Can. Following The Installation Of The Personalized Speed Dial, All Of The Families Involved Reduced Their Speed In Multiple Driving Situations. The Reduce Speed Dials Long-Term Application Is Currently Being Considered By Volkswagen For Global Implementation. “The Reduce Speed Dial Initiative Has Changed The Way We Look At Car Safety.” Tom Ruddenklau, Gm Volkswagen Nz.
The Brief: The Reduce Speed Dial Film Is The Documentation Of Our Journey With Four Kiwi Families Who Own Volkswagens. Normal Families With Children, We Gain Insight Into The Parents Driving Habits And Their Childrens Perspective On Them. We Subsequently Follow Their Reactions And Their Resulting Perspective On Road Safety As We Introduce A Personalised Speedometer Hand Drawn By Their Children, To Their Cars. We Observe Their Reactions To It And How They Feel It Will Change Their Behaviour.
The Strategy: We Make Some Of The Worlds Safest Cars. But Casualty And Fatality On The Road Dont Occur Because Our Cars Arent Safe Enough. They Occur Because Of Poor Decisions Made By Drivers. We Wanted To Understand If We Could Change Behaviour, And Engineer Safer Drivers. All Too Often, Poor Decisions On The Road Are The Result Of Momentary Lapses In Judgment. Our Rational, Responsible Selves Take A Backseat To The Irrational Person Racing To A Meeting, Or Overtaking A Frustratingly Slow Driver. This Idea Disrupts Behaviour At This Critical Moment. The Volkswagen Reduce Speed Dial Is A Replacement Panel For The Speedometer In Volkswagens. It Follows All Of The Clarity And Safety Restrictions Of A Standard Speedometer, But The Dial Is Personally Hand Written By A Loved One. Inserted Into Select Volkswagen Families Golfs, We Monitored Driving Habits Before And After, To Understand If We Could Achieve Our Goal.
The Execution: We Selected Four Kiwi Families Who Owned Volkswagens. Their Children Were Secretly Tasked With Creating Their Own Personal Speed Dial For Their Parents Car. Tracking Technology Was Installed In Their Vehicles And Connected To Their Cars Internal Gps, To Deliver Telemetry About The Parents Driving Behaviour As They Went About Their Daily Chores. At The Conclusion Of The First Monitoring Period, We Introduced The Personalised Speed Dial To Each Familys Car. Their New Speed Dial Was Inserted Into Their Vehicle And We Repeated The Process, Monitoring Their Driving Habits To Establish The Affect It Had On Their Driving Behaviour.