App rewards young Malaysian drivers with free music if they slow down
Malaysian car insurance firm Etiqa MotorTakaful has launched a new campaign to encourage young Malaysians to stop driving too quickly.
The campaign is centred on a mobile app that rewards safe driving with music; if young people slow down, they’ll be given free tracks.
The campaign is based on the insight that young Malaysians often drive above the speed limit, undeterred by speed traps and police summons, and don’t listen to public service announcements.
The app detects the speed and speed limit within the area using accelerometer and geo-location technology. The more ‘safe miles’ collected, the more tracks available. The music is sourced from local indie record label, The Wknd.
Credits:
Title: Safe Tracks
Client: Etiqa MotorTakaful.com
Product/Service: MotorTakaful.com
Agency: Creative Juice Kuala Lumpur (TBWA)
Chief Creative Officer: Sa’ad Hussein
Creative Director: VJ Anand
Creative Group Head: Lay Jian-Yi
Copywriter: Kharlal Nisha
Designer: Minzzy Ooi
Programmer: Chin Jin Cheok
General Manager: Hui Tsin
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