Volkswagen launches latest safety innovation designed by children via Colenso BBDO NZ
New Zealand: In 2014, Volkswagen was the biggest R&D spending company in the world, investing US$13.5 billion. Much of this focus is on safety.
And while Volkswagens are undoubtedly getting safer and safer it is still driver behaviour, mainly speeding, that is the single biggest cause of road crashes and most significant factor in determining whether a crash will be fatal.
Dangerous decisions on the road occur due to 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.
The Volkswagen Reduce Speed Dial experiment aimed to disrupt behaviour at this critical moment.
In a controlled experiment conducted by Colenso and FINCH, directed by Luke Bouchier – four families were supplied with Volkswagen Golfs. Unbeknown to the parents, Volkswagen, Colenso and FINCH created a replacement panel for the speedo. They followed all of the clarity and safety restrictions of a standard speedo, but the dial was personally hand written by one of their children. This simple, personal mnemonic aimed to remind our parents what they have to live for at the exact moment they considered speeding.
Volkswagen followed the Kiwi families and their driving habits to understand the impact of this idea and whether we could in fact, engineer safer drivers. The results, whilst indicative at this stage, have been very promising:
- One family had no recorded speed infringements after the installation of the personalised speed dial
- One family reduced their top speed by 19kmh from a max of 123km to a max of 104km
- Half of the drivers’ maximum speeds reduced after fitting their personalised speed dial
- Three out of the four drivers reduced their incidence of speeding in 100km zones by 50%.
Overall, all of the families reduced their speed in multiple driving situations.
Says Tom Ruddenklau, general manager at Volkswagen New Zealand: “With Volkswagen Group the biggest spending R&D company in the world, we focus on engineering safer cars year after year. But safety ratings don’t change driver behaviour – and there’s an opportunity for our brand to do our bit in trialling some things that may. It was a great opportunity to work with four Kiwi families to investigate a simple idea that may one day help us all.”
Says Nick Worthington, creative chairman Colenso BBDO: “As with most problems we often overlook the most simple answer. We hope that the results from this early trial help to direct more focus on the cause of the vast majority of crashes – the driver. This has been an emotional process for everyone involved and we believe that having a simple reminder from a loved one in front us at the exact moment when you are thinking about speeding is a brilliant way to make people think about everything and everyone they have to live for.”
Colenso BBDO
Creative Chairman – Nick Worthington
Creative Director – Levi Slavin
Digital Creative Director – Aaron Turk
General Manager – Scott Coldham
Business Director – Krystel Houghton
FINCH
Executive Producer – Michael Hilliard
Director – Luke Bouchier
3 Comments
I absolutely love this idea. Honestly, it would probably actually change drivers’ behaviour, which in and of itself an incredible feat. But it does what so much innovative thinking often does in our industry – it stops short of being a real thing. You can’t buy one, it won’t be remembered next week, and its execution (as it is here) won’t shift a single vehicle. It’s just a clever thought and nothing more that will do precisely zero to both VW’s bottom line and driver behaviour. It’s still a great thought. I just sincerely wished it went all the way and became an actual thing, rather than an agency thought,
Just because it is not mass market YET, does not mean it will not be. Quite the opposite.
I’ve got no association with this apart from the fact I work in advertising (it’s a shame we have to clarify that before commenting). I love it, simple thought, executed well. The fact that it’ll never be mass produced doesn’t seem to matter in this day and age, when viewing a web film like that can have a similar emotional effect that the actual project would have had. Great job.