This time, we decided to focus on music. According to the latest research by music phycologists, the “wrong choice of music” distracts driver’s attention and can lead to car accidents. So we did a research with a music psychologist, focusing on the music for driving that enhances driver’s concentration and efficiency. Our research revealed that music fulfilling requirements such as ?BPM under 130 ?Instrumental ?Wide range ?Development in the melody line/rhythms, enhances the working capacity of drivers and reduces the risk of car accidents. By taking the advantage of our finding, we produced “the tracks for safe drive “under the supervision of scholars, collaborating with famous artists.

We first announced the research and the production of the music that supports safe drives. Through promotions, we spread the fact that drive music contributes to the safe drives. At the same time we took a survey on company’s website asking “when do you want to listen to the drive music?” and choose 5 specific scenes from the answers we got. Under the supervision of music phycologist, we produced tracks that fulfil the 4 requirements that reduces the risk of car accidents and carried out a free gift promotion of the CD. We also distributed the music on Sound Cloud.

We conducted an experiment under the supervision of a music phycologist to see if the music really contributes to the safe drives. The experiment shows that this music enhances examinees’ concentration and efficiency of operation by 17~39%, making them ready to have safer drives. This new approach enables us to take one step closer to the safe and ideal motorized society. This campaign also gathered more than 6,000 applicants, obtaining the personal information of the customers interested in VOLVO and safe drives. By creating the sales list of the promising customers, we contributed to the improvement of sales.