KPN Film, Digital, Design & Branding Kpn Safe Lock by N=5

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Kpn Safe Lock

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Industry Mobile Communications, Traffic safety, Mobile applications
Media Film, Digital, Interactive & Mobile, Design & Branding
Market Netherlands
Agency N=5
Art Director Olaf Van Der Geld
Creative Stefan Leendertse, Carsten Van Berkel
Production Holy Fools
Released November 2017

Awards

Lions Communication 2018
Mobile Lions Innovative use of Technology Bronze Lion
Mobile Lions Technology > Networked / Connected Devices Bronze Lion

Credits & Description

Client: Kpn
Product (Service): Telecom Provider
Agency: N=5 Amsterdam, The Netherlands
Entrant: N=5 Amsterdam, The Netherlands
Idea Creation: N=5 Amsterdam, The Netherlands
Media Placement: Maak Amsterdam, The Netherlands
Media Placement 2: Mindshare Amsterdam, The Netherlands
Media Placement 3: Digined Amsterdam, The Netherlands
Pr: Koolhoven & Partners Amsterdam, The Netherlands
Production: N=5 Amsterdam, The Netherlands
Production 2: Holy Fools Amsterdam, The Netherlands
Production 3: Code&coding Amsterdam, The Netherlands
Production 4: Alpha.one Rotterdam, The Netherlands
Additional Company: Make Em Say Amsterdam, The Netherlands
Additional Company 2: Monalyse Rotterdam, The Netherlands
creative: Carsten van Berkel (N=5)
creative: Stefan Leendertse (N=5)
creative: Olaf van der Geld (N=5)
interactive designer: Jan Jesse Bakker (N=5)
motion graphics designer: Renoud Netjes (N=5)
strategist: Niels Pel (N=5)
strategy director: Silvia van Hooft (N=5)
Producer: Barbara Leusink (N=5)
rtv producer: Guy van der Hoop (N=5)
innovation director: Jasper Baartmans (N=5)
account director: Tamara Schelvis (N=5)
account manager: Dewi van der Kolk (N=5)
client service director: Anouk Zink (N=5)
social media manager: Jantine van Dijk (N=5)
ux: Jordy van den Boom (N=5)
director: Erik Eijgenstein (Holy Fools)
Photographer: Ron Gessel (Ron Gessel Photography)
Synopsys:
The Campaign
We are enhancing the KPN cellular network, enabling it to temporarily block all data- and voice communication to a smartphone, and developing a bicycle lock that acts as a binary switch. When the lock is open, all data- and voice communication to and from the child’s smartphone is temporarily blocked. Close the lock, and kids can freely use their smartphone again. This makes it easy to use for kids, without the need to learn any new habits in order to switch the functionality off or on. In case of an emergency, the alarm number is still reachable.
Creative Execution
The Safe Lock connects to the Safe Lock app on the child’s phone via Bluetooth. When the bicycle is unlocked, it sends a signal to the app. The app then sends a signal to the KPN network, which will temporarily block all data and voice communication to and from the child’s smartphone. When the lock is closed again, a second signal is sent from the lock to the app, and the app notifies the KPN network to enable all data- and voice communication to the smartphone again.
The Safe Lock and app are currently being developed for Android as a first launching product. Development for the IoS app will commence next year after the Android launch.
The enhancement of the KPN cellular network will be completed by the end of November 2017. We will then start a pilot phase, during which we will test the Safe Lock together with a group of KPN members - both children and their parents. Learnings from this pilot will form the basis of our final stage of development. The launch of the Safe Lock is scheduled for early 2018.
The Safe Lock was first presented as a prototype in June 2017. Its introduction was widely reported by both national and international press, including The New York Times, The Washington Post and The Verge, and reached over 180 million people worldwide. Our press release also issued an open invitation to telecom providers worldwide, to collaborate with us on the introduction of this solution around the globe. We believe that this innovation can be implemented in a wide range of transportation modes, including cars, and offers a powerful solution to a problem that will become increasingly urgent in the years to come. Especially among young drivers.
With the Safe Lock, KPN becomes the first telecom provider in the world to increase the traffic safety of its youngest users by temporarily blocking its cellular network. Smartphone-related accidents among kids riding their bicycle are rising fast in the Netherlands. But current options to stop smartphones from distracting them in traffic are limited. So we developed the Safe Lock, the bicycle lock that connects to the user’s smartphone and the KPN network, and temporarily blocks all data- and voice communication to and from the child’s device while cycling, dramatically increasing their safety in traffic.

Cannes Lions Version Description
Synopsis
Smartphone-related accidents among kids riding their bicycles are a fast-growing problem in the Netherlands. Our brief: to develop a solution that dramatically increases the safety of children on their bicycles and, in doing so, to help KPN claim a unique position as a responsible telecom provider.
In partnership with a neuroscientific research institute, we studied the effects of smartphones on traffic safety among children. The results showed that smartphones present a constant distraction to cycling children - even when they aren’t using them. Kids can’t help being curious, and smartphone notifications demand instant attention.
Current options to block distractions are limited. Solutions such as Apple’s Car Mode or Samsung’s Do Not Distract mode need to be turned on manually, which is easily forgotten, or can be simply switched off, offering an easy way out to a generation that always wants to stay in touch with their friends.
Strategy
KPN exists to help people of all ages to explore the opportunities provided by technology, and to do so in a responsible way. The rising number of smartphone-related traffic accidents among children triggered us to examine how KPN could shoulder its responsibility as a telecom brand.
Our aim was to position KPN as a champion of traffic safety by developing a campaign that would go well beyond just communications. In order to achieve this, we set out to actively develop a real solution that would significantly increase the safety of children. This led to the idea for the Safe Lock. In parallel, we developed a campaign to raise awareness for the issue of smartphone-related distraction and to claim a strong position for KPN as a responsible telecom brand.
Outcome
The Safe Lock was first presented as a prototype in June 2017. Its introduction was widely reported by both national and international press, including The New York Times, The Washington Post and The Verge, and reached over 10 million people in The Netherlands (a country of only 17 million) and over 180 million people worldwide – all in less than 5 days.
Our YouTube videos highlighting the dangers of smartphone distraction were watched over one million times and the influencers’ Instagram posts received over 350,000 likes.
Our press release issued an open invitation to telecom providers worldwide, to collaborate with us on the introduction of this solution around the globe. We believe that this innovation can be implemented in a wide range of transportation modes, including cars, and offers a powerful solution to a problem that will become increasingly urgent in the years to come. Especially among young drivers.
Execution
The Safe Lock connects to the Safe Lock app on the child’s phone via Bluetooth. When the bicycle is unlocked, it sends a signal to the app. The app then sends a signal to the KPN network, which temporarily blocks all data and voice communication to and from the child’s smartphone. When the lock is closed again, a second signal is sent from the lock to the app, and the app notifies the KPN network to enable all data and voice communication to the smartphone again.
The solution consists of three parts: the lock itself, a companion app and the enhanced KPN cellular network. The Safe Lock prototype was unveiled in June, 2017.
After a closed target group test in november 2017, the network has been live since February.
The actual product can now be pre-ordered and will be launched, with an Android app before the beginning of the new school year in September. The iOS app will follow before the end of the year.
Campaign Description
With Safe Lock, KPN becomes the first telecom provider in the world to increase the traffic safety of its youngest users by temporarily blocking their access to its cellular network.
KPN Safe Lock, a bicycle lock that acts as a binary switch. When the bicycle is unlocked, the KPN cellular and data network is locked, disabling all data and voice communication. When the bicycle is locked back up, the network is unlocked and kids can freely use their phone again. In case of an emergency, the alarm number can always be reached.
To make this possible, we had to enhance the KPN cellular network, enabling it to temporarily block all data and voice communication to a specific smartphone. The lock is very easy to use for kids, as it builds on the existing habit of locking their bike with a similar style O-lock.