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How Creative Juice Tamed The Road With Safe Tracks App



Etiqa and TBWA use music and tech to slow down Malaysia's speedsters

How Creative Juice Tamed The Road With Safe Tracks App

Many youngsters disregard road safety and motor insurance and drive above the speed limit even though it is the number one cause of death amongst young drivers. They are not deterred by speed traps or police summons, and they don’t listen to public service announcements.

Etiqa, a Malaysian auto insurance company, and Creative Juice Kuala Lumpur wanted to help change this lethal habit, but they needed to reach young drivers in a new way – with the one thing they can’t live without (their mobile phones) and through the one thing they will listen to: Music.

Safe Tracks is a new mobile application that encourages youngsters to slow down by rewarding them with free music. The app also encourages young drivers to think about the next time they consider road safety.

To get the attention of Malaysia’s youth, the music had to be exclusive enough to keep the audience coming back for more. In Malaysia, the indie music scene is dominated by foreign acts, with little avenue for local artists, so Safe Tracks leveraged on local indie record label, The Wknd, to provide exclusive live sessions and B-sides from local artists.

To unlock free tracks via the Safe Tracks app, users had to stay below the speed limit to earn Safe Mileage. The app detects the speed and speed limit within the area using accelerometer and geo-location technology. The more Safe Mileage collected, the more tracks available to unlock, giving young drivers more reason to follow the speed limit and keep the roads safe.


Title: Safe Tracks

Client: Etiqa


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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Categories: Cars, Automotive

TBWA Worldwide, Thu, 08 May 2014 10:24:54 GMT