When you have kids in the car, you drive that much safer. But let’s be honest here, most Malaysians are a little more careless when they’re driving alone. In fact, while we were mining for insights, we found out that 9 out of 10 drivers agree that they drive safer with kids in their car.

Now the last thing the world needs, is another GPS app. With 1.4 million users on Waze, working with them was the best way for scale our idea.

An entire campaign was built around this idea. From call for entries, to recording, to launch. We got the entire nation involved and held an audition to 'kid-source' Malaysians aged between 3 and 12.

Some 100 parents volunteered and a total of 60 kids were shortlisted, with 20 picked for the final recording. This resulted in charming directional prompts such as “All set. Don’t forget your seat belt”, “Re-routing. Eyes on the Road!” and “Accident reported ahead. Please be careful, OK?”

We also created a charming video to introduce Maxis Safe Mode to Malaysian drivers by teaching kids on ways to steal their parents’ smartphones away from them for a few seconds to download the voicepack on Waze.

Then we spread the word via Maxis' social media and PR. But earned media helped too and Safe Mode generated a lot of publicity on its own.

Safe Mode generated a total PR value of over USD 14 million, and even got featured on NBC, Today Show and Bloomberg.

It was so popular Waze made it available worldwide and the largest number of users outside of Malaysia were Americans.

The voicepack has been downloaded 677,100 times to date. With 1.4 million active Malaysian Waze users, that's 1 out of 2 Malaysians using our voicepack.

Maxis brand health tracking showed that scores on 'data quality', 'innovation' and 'digitally driven' have improved as compared to competitors.

We still get emails from parents around the world asking to have their kids featured in the next edition of the voicepack.