Four out of five drivers admit to browsing websites on personal devices behind the wheel – a behaviour that increases the risk of accidents by 300%. To counter this dangerous habit, German luxury car manufacturer Audi partnered with Swedish digital agency Åkestam Holst to create the Audi Safety Code.
Integrated into Audi's website, the tool analyses visitors' GPS data and blocks access on any device traveling over 20 km/h until users confirm they are passengers, not drivers. Audi hopes to spread its one-click nudge towards safety by making the code freely available for any other site to use, with its brand name appearing on the site lock screen.
We've explored at length how in the age of ad-blocking and weighted social feed algorithms, brands can create their own communication touchpoints with in-the-moment utilities, lifestyle-enhancing services, and ephemeral media and retail opportunities (see Third Spaces: Targeting the Transitory and Reflexive Retail: Live, Emotional & On-Demand). As brands increasingly use social awareness messaging to position themselves, Audi's Safety Code has identified a moment the brand can activate for the common good. In our 2018 Look Ahead, we predicted that creating real impact and tackling central social and ecological issues will be key for brands to sustain consumer attention and loyalty in the year ahead.