Brief:

Honda Motors Colombia aims to become the leading brand of motorcycle safety for 2020, increasing its visibility through actions that save lives, regardless of the brand of the motorcycle.

Situation:

Colombia reports more than 30,000 motorcycle accidents a year, according to Colombia's National Road Safety Agency.

12% of them result in deaths due mortal traps like potholes, open sewer manholes and other dangers on the road.

Objectives:

This country has 13,637,663 registered vehicles, 57% of these are motorcycles. For that reason, our main objective was to create a tool that would allow them to decrease the number of accidents caused by poor roads maintenance, save lives and get home safely.

Road Angels is the first app for motorcycle drivers that allows them to report and receive audio notifications of dangers in the road.

Trough any intercom device and voice commands, people will report the obstacles they find on their path saying de word: “danger”.

Every report creates a geolocalization pin that will give audio alerts to other drivers about upcoming dangers. If the reported obstacle no longer exists, it can be removed with the voice command: "no".

Regardless of the brand of their transportation, motorcyclists feel like they are part of a "pack" and behave as such. They develop their individual style in the group and take care of one another when on the road. This is an audience, that mobilizes for a cause: work, progress and friendship.

We interpret the rational and emotional factors to create an application that turns their behaviors on the road into data that accompanies their motivations. This gives Honda a chance to get closer to her audience.

After an exhaustive process of UX / UI, interviews and research (2 months), we decided to create/test an application for Android (4 months), in order to better impact our audience. With measurement brought to us by comScore, we understood that 86% of Colombians have smartphones, specifically Android and only 7.9% of users have iOS. So we used Google technology: Snap to Roads, an app that determines the path users take on a road, using GPS. These results are reported every half a second, allowing us to determine the direction drivers are headed and additionally we used speech recognition which allows us to use the voice-to-text operating system engine.

Honda Motors Colombia amplified the reach of Road Angels and made it their new local road safety platform, meeting the objective of being the benchmark for safety for 2020. The application is part of a great communication strategy that integrates more actions, content and other technological developments focused on saving the lives of motorcyclists.