Toy­ota’s New Safety App Tar­get­ing Young Driv­ers is Mu­sic to Par­ents’ Ears

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Toy­ota has launched a new road safety An­droid app named “Safe & Sound”. Cre­ated by Saatchi & Saatchi Lon­don, this in­no­va­tive app tar­gets “over-con­fi­dent” young driv­ers in an amus­ing fun man­ner.

How it works? First, both the young driver and par­ent must down­load the app and pair their phones. The par­ents then give their child per­mis­sion to drive, by send­ing them the ‘vir­tual’ car keys be­fore they hit the road, ac­ti­vat­ing the app’s func­tion­al­ity.

Once the car is on the move (over 15km per hour), the young driver’s smart­phone goes into ‘Do not dis­turb’ mode. Calls, mes­sages and so­cial me­dia no­ti­fi­ca­tions are all dis­abled.

But where the funny and un­ex­pected part comes in is when the app de­tects driv­ing over the speed limit or the young­ster’s smart­phone be­ing picked up while the ve­hi­cle is in mo­tion, the driver’s Spo­tify playlist is im­me­di­ately stopped and re­placed with par­ents’ favourite mu­sic-of course both users’ Spo­tify ac­counts must be linked.

To a teenage driver, the joy of the open road with loud mu­sic play­ing is one of life’s great ex­pe­ri­ences. Toy­ota cites re­search that sug­gests one in five new driv­ers has a col­li­sion in their first year be­hind the wheel, with the two main con­trib­u­tors be­ing speed­ing and smart­phones. There­fore, for the au­to­mo­tive brand, the ex­change of the young driver’s playlist with their par­ents’ mu­sic choice could bring them back to re­al­ity and act as an added mo­ti­va­tion to make them stick to road safety rules.

In the PR film that rolled out online, Cal­lum, the driv­ing teenager, tis try­ing to im­press his girl by speed­ing over loud cool mu­sic. But his at­tempts are quickly shut down by some epic opera and old­school-but-not-in-a-good-way pop. The video ends with this line: “There’s noth­ing teenagers fear more than be­ing seen as un­cool.”

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