MORGAN TOOL

ELLE HALLI NAN

YADI RA MONTOYA
EMI L ZAWATSKI
NUEVE MEDIA
Welcomes
Probl em:
! Nearly one in four crashes in Texas involves driver
distraction

Chal l enge:
! Change the behavior of distracted drivers in the midst
of a quickly growing technology industry that makes it
easier to multitask behind the wheel
THE PROBLEM & THE CHALLENGE.
! 85% of Millennials are motivated to give to a
compelling mission or cause
! 77% of young adults are very or somewhat confident
they can safely text while driving
! 3 personal interviews with the target confirmed the
willingness to text while driving
THE RESEARCH.
! Ages 18-24
! Owns SMS capable phones
! Drives a vehicle to commute
! On social media
! Multitaskers

THE TARGET.
! Enjoys being constantly engaged
! Values constant communication
! Believes they control their own destiny
! Optimism Bias
! Aware of dangers
! Distance from other vehicles
! Placement of phone
! Good at multitasking

THE TARGET MINDSET.
! Distinguish Talk.Text.Crash. by moving away
from scare tactics and towards encouraging
incentives.
! Competition uses scare tactics
THE BI G I DEA. REFRAME & INCENTIVIZE
Scare tactics dont work for me because theyre overly
dramatic Incentives would work better because I text
when Im bored.- Keely L.

DIGITAL.
! Time Out App
! Incentivizes putting
your phone away
while driving
! Tracks driving time
without your phone
! Earn points towards
insurance discounts
! Strategically place signs slightly above eye
level in high pedestrian areas in Texas:
! Downtown Austin
! Midtown in Houston
! Uptown in Dallas
! Downtown San Antonio
GUERRILLA.
OTHER RECOMMENDATIONS.
! Rename Glove Compartment
Distraction Compartment
! Encourage drivers to put phones and other
distractions away while driving
! Partner with car dealerships to put tags in
new cars
! #DesignatedTexter
! Twitter
! Instagram
! Facebook
Nueve Media
THANK YOU.
! Less Expensi ve
! Not a downl oad
WEBSITE VERSION OF APP
! Across College Campuses in Texas
! Interactive ways to learn about distracted driving
PROMOTIONAL EVENT.