We created a playfully addictive 16-bit driving game with the same name. But unlike most driving games which encourage racing at high speeds, the aim of the SM>RT WHEELS game is to reach the destination as safely and slowly as possible by avoiding collisions, keeping to the speed limit, and stopping for grannies at zebra crossings. Drivers also added to their safe driving score by amassing coins and collectibles like furry dice - all the while reminding them of the behaviours More Th>n like to see and reward in the real world.

Funny animated videos in the same game style depicted scenes parents would resonate with such as car seats not being readjusted and feuding over who could use the car on the weekend. These comms drove people to play the game the game on a custom built HTML5 site which was live for over 2 months. People’s scores were collated and high scorers would win a £1000 cash prize, suggesting the cash savings you can receive if you took out SmartWheels in the real world.

The game was played 24,000 times with a 55% completion rate and received 3.3k competition entries. MORE TH>N social channels drove the most highly engaged traffic with users spending an average of almost four minutes when playing the game.