Samsung: SAFE DRIVING PROGRAM

Credits & Description:

Type of entry: Craft
Category: User Experience
Advertiser: SAMSUNG
Product/Service: S-DRIVE
Agency: LEO BURNETT SYDNEY, AUSTRALIA

Client: SAMSUNG
Product: S-DRIVE
Entrant: LEO BURNETT SYDNEY, AUSTRALIA
Type of Entry: Craft
Category: User Experience
Entrant Company : LEO BURNETT SYDNEY, AUSTRALIA
Advertising Agency : LEO BURNETT SYDNEY, AUSTRALIA
Media Agency : STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA

Chief Creative Officer: Andy Dilallo (Leo Burnett Sydney)
Creative Directors: Grant Mcaloon/Kieran Ots/Vince Lagana (Leo Burnett Sydney)
Creative Group Heads: Misha Mcdonald/Sharon Edmondston (Leo Burnett Sydney)
Art Directors: Brad Grey/Justin Carew/Zaid Al/Asady (Leo Burnett Sydney)
Art Directors: Jim Walsh/Cameron Harris (Leo Burnett Sydney)
Copywriters: Iggy Rodriguez/Jonno Seidler (Leo Burnett Sydney)
Designers: Alex Schieder/Bruno Nakano/Jason Young (Leo Burnett Sydney)
Developers: Daniel Terrier/Keong Seet (Leo Burnett Sydney)
Developers: Mitchell Trent/Rhys Davis/Sinisa Poznic (Leo Burnett Sydney)
Producer: Adrian Gunadi (Leo Burnett Sydney)
Producer: Ronald Regis (Leo Burnett Sydney)
Director/Editor: Christopher Baron (Leo Burnett Sydney)
Photographer: Amir Mireskandari (Leo Burnett Sydney)
Production Company: Dark Matter Agency (Dark Matter Agency)
Production Company: Rubber House Studio (Rubber House Studio)
Music: Song Zu (Song Zu)
Group Business Director: Suzie Baker (Leo Burnett Sydney)
Account Manager: Grace Kluver (Leo Burnett Sydney)
Chief Marketing Officer: Arno Lenior (Samsung)
Marketing: Bianca Da Silva (Samsung)

Creative Execution:
S-Drive recruited drivers with a fully integrated campaign recruitment that included live activations, print, posters, outdoor, ambient, radio, YouTube videos and PR – all directing people to sdrive.com.au where they could learn more and sign up. Activations at surf festivals and universities also signed up people on the spot.

Free S-Drive kit came with a phone cradle equipped with an NFC chip that activated the S-Drive app along with safe driving mode, allowing for voice only responses.

Using GPS data, the app then monitors the speed limit, awarding you points for staying below the limit.

Points can then be redeemed for rewards.


A fresh, new approach that has successfully engaged participants to actively change their own driving behaviour for the better. Drive Teams have also turned peer pressure into a positive force.

Results after 6 weeks:

2,500 active participants.

20,000+ S-Drives undertaken.

1,000,000+ safe kilometres travelled.

50,000+ rewards claimed.

0 road fatalities.

They are the best road statistics for the region since records began in 1936.

Program participation has climbed week-on-week instead of declining after launch like traditional advertising campaigns.

Speed and mobile related infringements are also down 25% and all participants interviewed experienced a significant change in their driving behavior.


Despite years of government scare tactics, inexperience, speed and the ever-increasing distraction of smartphones mean that 1 in 3 young Australian drivers crash within their first year of driving, and 2 die on our roads every week.

In a country with one of the highest smartphone penetration levels in the world, Samsung saw that it could actually use its smartphones to promote road safety, and in the process, turn a distraction on the road into a life saving tool.

Introducing S-Drive - a program that encourages and rewards safe driving. At its heart is a smartphone app that monitors driving behaviour, giving out points for every safe kilometre travelled, which can be redeemed for rewards.

An additional social component incentivised people to create Drive Teams with two friends. They could then motivate each other to drive safely to win special team-only rewards, reinforcing the deadly 1 in 3 statistic and using peer pressure for good.