Creativity

Toyota's Safe-Driving App Plays Parents' Uncool Music When Teenagers Speed

Safe and Sound App Syncs Parent and Child Spotify Lists

By Alexandra Jardine. Published on Aug 11, 2017

Editor's Pick

How can terrified parents of newly qualified teen drivers persuade them to drive safely? Toyota has come up with what could be an ingenious method -- embarrassing them.

The brand's new Safe and Sound App, created by Saatchi & Saatchi London, not only blocks social media posts and incoming calls once they're traveling over nine miles per hour, it automatically switches to playing their parents' Spotify playlist once they break the speed limit or try to use their phone. And, naturally, parents are free to put as much embarrassing music on there as they choose.

The parents activate the app when the teen wants to borrow their car, and it syncs both parent and child Spotify accounts. The app uses Google Maps API technology to detect if they're speeding, and when the young driver touches their phone or breaks the speed limit, the music they are playing through Spotify will suddenly cut out and their parents' playlist will kick in instead. Only once the driver stops interacting with their phone or returns to within the speed limit will their own music resume playing.

Jason Mendes, executive creative director of Global brands at Saatchi & Saatchi, explains in a statement: "Tell teenagers to turn their phone off in a cinema and they will -- tell them to turn it off in a dangerous situation, like driving a car, and they won't. Go figure. However, for teenagers, the threat of embarrassment is far more severe than the threat of injury -- that insight we thought was a powerful platform to create something that would cut through, make a difference and ultimately continue the conversation around safety."

The app is available to all drivers, not just those of Toyotas, for Android phones only.

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About

Credits

Date
Aug 11, 2017
Agency:
Saatchi & Saatchi London
Chairwoman:
Kate Stanners
Client:
Toyota
Global Chief Creative Officer:
Kate Stanners
Executive Creative Director:
Jason Mendes
Executive Creative Director:
Andy Jex
Executive Creative Director:
Rob Potts
Art Director:
Jose Hernandez
Art Director:
Linda Weitgasser
Copywriter:
Victor Moron
Copywriter:
Alex Sattlecker
Head of Design:
Bruno Di Lucca
Senior Designer:
Mark Rix
Planner:
Paul Hackett
Account Handler:
Rikke Wichmann-Bruun
Account Handler:
Sophie Morrison
Agency Producer:
Ally Dean
Production Company:
Rumble
Director:
Kirkland
Director:
Rafalat
Editor:
Kirkland
Editor:
Rafalat
Producer:
Fritzi Nicolaus
Post Production Company:
Unit Media
Audio Post Production Company:
Unit Media
Digital Company:
Molamil
Digital Producer:
Jorge Hernandez
Digital Producer:
Joakim Norman
Digital Account Handler:
William Tylander

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