It’s difficult to influence young, irresponsible drivers directly – but we know many of them are driving their parents’ car and of course it’s a terrifying moment to hand over the car keys to your 18-year-old (74% of parents worry about their child being in a car accident, it’s a higher concern than violent crime or drugs).

Our idea gives peace of mind to these anxious parents.

Safe and Sound is an app that can be downloaded onto the mobile of both a parent and a driving child. The parent then has control to activate the app, as the car keys are handed over.

In-vehicle, the app limits mobile phone use because whenever the car is moving over 15 km/h, the do not disturb feature is enforced.

Also, whenever the speed limit is exceeded, a parental playlist automatically over-rides the driver’s cool funky music.

The media strategy was designed to maximise use of Toyota’s owned channels and to generate earned exposure in a cost-effective way. There is considerable media focus on in-vehicle mobile phone behaviour, so the app is a strong, broadly relevant PR story.

Beyond this, local markets have clear opportunities to execute hyper-targeted and contextual campaigns triggered by successful driving tests – both on Facebook and at test centres.

Moreover, the app is a fantastic talking point for Toyota dealers; parents can try it for themselves during test drives.

We launched this app across Europe in the run up to school holidays, where many more teenagers taking to the road.

Media placement was online films (1 x PR film and also 2 shorter social media films advertising the app itself)… these films lived on youtube, Facebook, etc and also the free downloadable app on Google Andriod and Amazon apps.

- 582 million online readership

- 4.15 million coverage views

- Google success story for its use of Google Maps APIs technology

- 141.3K social shares

-And the most important result of all is helping to reduce improper mobile phone use while driving - not something that's easy to quantify - and also to giving parents peace of mind when their kids borrowed the car - knowing that they are much safer. And that we are certain we've achieved in abundance. And of course - demonstrating that Toyota inherently care about safety.