- Situation: 43% of accidents in Spain are caused by speeding. Many people connect their mobile phone to the car audio system to listen to podcasts or playlists.

- Brief: Rock Fm, a radio station with more than 2,000,000 daily listeners wanted to raise awareness among its listeners to reduce speed while driving. In Spain, radio is usually listened to in cars.

- Objectives: Reduce road deaths and at the same time increase and position Rock Fm as the leading radio brand that cares for its listeners.

Rock FM has more than two million daily listeners, and we wanted to take advantage of the high penetration of the radio among drivers to raise awareness and reduce speeding on their journeys.

We created a special playlist to listen to in the car. This uses a geolocation API that, after accepting its use, identifies the location of our smartphone and calculates the speed of the vehicle.

Using a time synchronization method such as SNTP, we get the music playback speed to be linked to the speed of the car. In such a way that, when the set limits are exceeded, the bits of the song we are listening to are progressively accelerated.

More speed of the car, more speed of the song.

43% of accidents in Spain are caused by speeding. Car radio penetration in Spain is very high. On average, 1 hour and 45 minutes of car radio is listened to per day. Rock FM has 2,000,000 daily listeners.

- Target audience

Men and women from 30 to 60 years old. Rock lovers and car users.

- Approach: through the radio, all listeners were invited to download the playlist from speedyrock.fm.

- Call to action: when the playlist detects that the speed limit is exceeded, it increases the speed of the song and sends a pre-recorded voice message for the user to slow down.

- Implementation. For a month we invited people to download the playlist to listen to in the car.

- Placement: different rock fm programs

- Scale. throughout Spain. The station has 2 million daily listeners.

- Change in behavior: 74% of users slowed down when listening to the playlist.

- Brand perception. Radio increased the number of listeners during the campaign.