This radio batteries campaign reminds drivers that their day needn't die with their car battery. We use a car battery sound effect through voice over to 'kill' a sentence describing an activity that you might miss out on if your battery dies.

RAC’s Attention Powered Car uses neuro-technology and custom built software/hardware to make the car ‘go’ when you’re paying attention and ‘slow’ when you’re not.

The innovation served initially as demonstration of the problem.

Its neuro-data capturing capabilities then saw it become a mobile testing lab for a pilot study on driver inattention, giving measurable proof to the causes vs solutions.

Thirdly, it served as driver training tool. With the real-time feedback allowing drivers to learn what personally distracts them on the road. It lives on post campaign in this capacity at the RAC Driver Training Centre.

Inattention awareness in WA 56%

Forward thinking brand perception + 36%

Brand preference + 16%

NPS + 68%

55 + million earned media impressions.

First ever live road study on issue with 27 members of the public.

6 feature news stories on national network TV.

Fact uncovered: Driver inattention occurs at least once every minute.

Invited to share findings at World Congress of Intelligent Transport Systems.

Attention Powered Car now used as education tool at RAC’s Driver Training Centre.

A wearable ‘hat’ version of technology has been commissioned as a result of the innovation’s success at teaching ‘attentive’ driving.