In an effort to get drivers to slow down we used mobile technology to affect human behavior. The main insight is that humans are programmed to react to a child’s voice (it’s in our DNA). Therefore, we developed a sat nav app where the ordinary adult navigation voice automatically switches to a child’s voice when driving in child-dense areas, something that will have an immediate effect on the drivers about their surroundings.

In the first version, locations for all schools and daycare centers in Sweden, Norway and Finland had been added (+30000 unique long/lat positions). And through crowdsourcing people were able to suggest more locations where the voice should switch to a child’s voice.

The launch was carefully chosen to the time of school start after summer holidays. It was released in Sweden, Norway & Finland for free download in June 2015 and was available in both App Store and Google play.

Features:

– Turn-by-turn navigation and voice navigation for driving.

– Voice navigation changes to child’s voice in areas where children are likely to be (available in Sweden, Finland and Norway).

– Shortest and Fastest route options.

– Quality Map data, based on OpenStreetMap (OSM) and Scout API & SDK

- The story spread to 164 countries and earned a potential reach of 87.5 million people.

– After launch Slow Down GPS became the second most downloaded navigation app in Scandinavia.

– 20.000 people got engaged and contributed during the first two weeks with local knowledge of child-dense areas.

– Brand liking: +46% over target. The goal was to generate a high brand liking among 50% of the target audience (i.e. normally achieved by well-performing campaigns for If). The outcome was that 73% reported a high brand liking as an effect of the campaign. An all time high for If.

– It’s been selected for a research program regarding traffic safety at The Swedish National Road and Transport Institute, creating possible further spread of the app and of the message.