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Award: Wood Pencil

Wood Pencil / Mobile Marketing / Mobile Interaction & Experience / 2015

Thousands of young Australians are involved in car accidents every year due to speed and inexperience. It's a problem exacerbated by the increasing distraction of smartphones. The smartphone is Samsung's strongest connection to the young. So, in partnership with Leo Burnett Sydney, they turned that hindrance into a potentially life-saving tool. The S-Drive app encourages safer driving, using incentives rather than penalties, rewarding drivers for every safe kilometre travelled. The app led to a dramatic reduction in road accidents, and the lowest death toll in the launch region since 1936.

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