ROYAL AUTOMOBILE CLUB WA
The Attention Powered Car
Western Australia has the worst road fatality rate in the country, and the Royal Automobile Club wanted to do something about it.
We discovered the biggest cause isn’t speeding or drink driving, it’s driver inattention. This led us to propose a new type of car – one that goes when you’re paying attention and slows when you’re not. Making it happen was no small task, but we were assisted by neuroscience pioneers Emotiv and the talented folks at Finch. Together we created a range of custom software and hardware that made the Attention Powered Car a reality.
The resulting integrated campaign ran for over six months in several phases. At the core were 16 webfilms that enabled people to follow the story as it happened. The case study helpfully condenses it all down to just 2 minutes and 40 seconds.
Tech development by Dr Geoffrey Mackeller at Emotive Research and Emad Tahtouh at Finch. Directed by Nic Finlayson at Finch.
Launch press highlighted different aspects of inattention behind the wheel. Sequential page executions first posed readers a question, before revealing we’d be using the Attention Powered Car to try and find the answer.
For the next phase of the campaign we took the car out on the road. We travelled around South West WA, recruited members of the public to demonstrate that inattention affects all types of drivers regardless of age, experience or gender. We produced four webisodes, each centred around a different type of driver.
The final phase of the campaign saw us head back to to the test track to experiment with the different causes of driver inattention. We then also tested some possible solutions to the problem.
We wrapped up the campaign by sharing our findings and asking Western Australians what steps they’ll take to become an attention powered driver.
AWARDS
D&AD, INTEGRATED & EARNED MEDIA, WOOD PENCIL
ONE SHOW, IP & PRODUCTS, BRONZE PENCIL
AWARD, CREATIVE INNOVATION, BRONZE
ADFEST, CREATIVE INNOVATION LOTUS
CAMPAIGN OF THE YEAR @ CAMPAIGN BRIEF WA
CANNES LIONS, INTEGRATED PR, SHORTLIST
CLIOS, PR, SHORTLIST
SPIKES, INNOVATION, SHORTLIST
SPIKES, PR INTEGRATED, SHORTLIST
MUMBRELLA AWARD FOR INNOVATION
EFFIES, 2 SILVER 1 BRONZE
APAC EFFIES, 1 BRONZE
ASIAN MARKETING EFFECTIVENESS, 1 BRONZE
