Dentsu Lab

BUSINESS CHALLENGE

Non-standard use of a technologically advanced product, which demonstrated the use of safety systems featured in the latest Skoda models, proved to be a unique way to experience the brand among a usually neglected target group - women looking for the safest option while buying a car.

HUMAN PERSPECTIVE

53%
parents living in large Polish cities using a stroller do not feel their children are safe.

SOCIETAL NEED

Increase safety level for parents of newborns in the city. Raise the discussion on the topic.

LAB PROCESS

We created a technologically advanced product to carry the narrative around car safety. We adapted the Side Assist system by creating one consisting of a set of ultrasonic sensors, which detect an approaching vehicle in the blind spot. Another system we recreated was Blind Zone Detection – two more ultrasonic sensors detect obstacles behind the pram. The prototype also features a version of the Hill Hold Control system which activates an automatic brake as soon as the pram handle is released.

LAB PROCESS

An adaptation of the Traffic Alert system monitors the movement of objects around the pram. Thanks to a wide angle camera and a set of ultrasonic sensors algorithms decide in real time whether a warning signal should be a visual indication or a sound. In the most dangerous cases however the system will stop the pram in its tracks. We invited people not usually associated with the automotive market to work on the strategy and communication – including people specializing in the social impact area.

RESULT

As a result, together with ibebe, a pram manufacturer, we created a pram prototype equipped with advanced safety systems inspired by the ones found in the latest Skoda models. Additionally, finished 3D models and code were made publicly available online in open source format and hosted on GitHub. This way we managed to make sure that all interested ones have access to our technological solutions.

RESULT

Core group engagement grew exponentially. In addition, wide PR coverage was generated by the media, which translated to much lower reach cost than with a traditional TV campaign. With the Safety Pram campaign we proved that nowadays communication doesn’t require a traditional media investment, but also that its mission can be the ability to share for the greater good.

RESULTS

The prototype has been awarded (among others) Best in Technology during 2022 KTR contest.

Our work / SAFETY PRAM OF THE FUTURE 001 / 000