RAC launches world’s first attention-powered car to raise awareness about the impact of inattention on Western Australian roads via JWT Perth
In light of Western Australia consistently having the highest road fatality rate of any state, the RAC and JWT Perth have unveiled a world-first innovation – a car powered by attention – to raise awareness about the deadly impact of inattention on WA roads, estimated to be a factor in 46% of all fatal crashes in Australia.
The ‘Attention Powered Car’ employs the use of neuro-technology to make the car ‘go’ when drivers are paying attention, and ‘slow’ when they are not.
To support the car’s unveiling and raise awareness about driver inattention, a campaign spanning TV, press, online and social goes live today. The campaign, along with the actual concept for the ‘Attention Powered Car’, was developed by JWT.
“Inattention is such a broad, complex term that includes both physical and mental distractions. As such, some drivers don’t even realise they’re being inattentive. This car lets us show drivers in real time exactly the moment it happens,” explained Mark Harricks, ECD of JWT.
JWT Perth’s Business Director, Doni Savvides, said “the car’s launch and supporting campaign is just the beginning of a bigger initiative by the RAC to make the problem of driver inattention personally relevant to people, and to provide the RAC with real data that can be used in the future.”
RAC Executive General Manager, Tony Pickworth, said the RAC will use the ‘Attention Powered Car’ to directly engage the WA community, raise awareness about inattention, and find possible solutions to try to help save lives on our roads.
Full details about the ‘Attention Powered Car’ can be viewed on the For The Better website, also developed by JWT Perth.
More information about the car, its technology, and the effects of inattention can be viewed here:
• Video 1
• Video 2
• Video 3
Campaign production was undertaken by Finch, with technology development by Finch and Emotiv.
Client: RAC
Senior Manager, Brand Strategy: Kelly MacLean
Marketing Manager: Michelle McBride
Advertising Agency: JWT
Executive Creative Director: Mark Harricks
Senior Art Director: Stuart Alexander
Senior Copy Writer: Dan Fryer
Executive Producer: Damien Whitney
Executive Planning Director: Angela Morris
Planner: Kat Paphitis
Business Director: Doni Savvides
Account Manager: Lauren Mestichelli
Senior Project Manager: Penelope Headford
Production Company: Finch
Director: Nic Finlayson
Executive Producer: Michael Hilliard
Director of Applied Technology: Emad Tahtouh
Story Producer: Amy Dymond
14 Comments
Good Idea.
Nice
Very nice RAC. Watch video #3 to get a handle on the technology.
http://au.tv.yahoo.com/sunrise/video/watch/19099271/world-first-attention-powered-car/?post_id=1778287499_3475466143556
Intriguing. But will they be able to take it on the road?
Incredible. Congratulations to Finch and all parties involved.
you can’t simulate being bored on the road on a test track.
nick hayden yiew!
Get it out in the real world and it’s gold.
i hope they don’t hook one of these up to my computer.
JWT should be ashamed of themselves. This has to be one of the worst PR stunts ever devised.
Martin. Not a PR stunt. It’s real buddy.
Whilst it sounds like a good idea & inattention on a freeway at 100kms/hr but wouldn’t a car suddenly slowing on the freeway would be just as dangerous
this info was shit