Waze & Maxis Malaysia introduce child-voices to encourage safe driving
Navigation app Waze has teamed up with Malaysian-based telecommunications company Maxis and creative agency Ensemble Worldwide to launch a 'children's voice package' in the app in hopes that kiddy voices will promote safer driving.
Campaign Scope: The initiative that started out as a local campaign in Malaysia is now being launched globally. Starting today, the kids’ voice pack will available to more than 50 million Waze users around the world. The new voice pack is being promoted via press, TV, digital buys and social media platforms. Waze will also push the pack out on its app via in-app promotions.
Details: According to a University of Michigan’s Transport Research Institute study, Malaysia is the second-most dangerous country for drivers in South East Asia after Thailand, with 30 fatalities per 100,000 individuals. Based on the insight from a Maxis-commissioned study, that nine out of 10 parents drive safer when their kids are in the car, the team have introduced child voices as an option on Waze. Different from other Waze special voice packs that usually feature a single celebrity voice, the Safe Mode Kids invited children between the ages of 3 to 12 years old to donate their voices for Waze directional prompts with charming reminders to drive safe. Instead of the standard Waze navigation prompts you will hear: ‘All set. Don’t forget your seatbelt’, ‘Re-routing. Eyes on the Road!’ and “Accident reported ahead. Please be careful, ok?”
Press Release quote: Waze Head of APAC Sales Eleanne Hattis said: “Safety is the utmost mission for any new feature or campaign Waze develops as we work together with citizens to improve their time in the car. We're proud to work with Maxis on this project, amplifying a common goal to use mobile technology to promote safer roadways. People generally drive safer with children in the car, and we believe this is an attention-grabbing feature that will assist in spreading the cause."
Campaign Asia-Pacific's comment: We're all for safer driving and a collaboration between a telco and a mobile navigation app seems like a great place to start. But equating the fact that parents drive more safely when their own children are in the car with kid voices ordering you around on the road seems like a stretch. If anything, we would likely find these voices irritating. We invite you to judge for yourself:
Executive Creative Directors: Chan Woei Hern, Mun Tuck Wai Vice-President: Sean Wong Creative Team: Norman Tang, Chung Ru Zen, Yves Wan Project Team: Chong Jia Ling, Lim Jia Yang, Chang Min Fung