Toyota Ireland has launched a new mobile app aimed at saving lives on Irish roads. Launched in partnership with the RSA and Topaz, the appreward all drivers for putting their phone face down when driving, allowing them to redeem the points for a complimentary hot drink at Topaz Re Store outlets nationwide.
The app was created by the Core Media-owned digital agency Radical.
International research has shown that making a call while driving will make a driver four times more likely to crash while texting makes crashing a staggering twenty-three times more likely. As Ireland’s biggest car brand, Toyota Ireland felt a responsibility to solve this social issue by creating safer roads for everyone.
The app launch will be supported with a heavyweight communications campaign and Toyota brand ambassador Niall Breslin will act as spokesperson for the Face It Down campaign. “We all know the dangers of using a mobile phone while driving so it’s great that drivers will now get rewarded for not using their phone. This simple act can make such a difference to road safety in Ireland that’s why I would encourage all drivers to use Toyota’s Face It Down App,” he says.
Other well-known faces featuring in the campaign include RTE stars Blathnaid Treacy and Eoghan McDermott alongside media personalities Michelle Regazzoli-Stone and Triona McCarthy. Members of the Irish Road Victims Association have also strongly backed use of the Face It Down app.
Commenting on the announcement of the Toyota Face It Down App, Steve Tormey, Chief Executive at Toyota Ireland said, “In late 2016, we launched our new Built for a Better World brand platform and this latest initiative, designing and building an app that will encourage drivers not be distracted by their mobile phone while driving, is part of our brand promise to help make life better in Ireland by saving lives”.
Topaz Retail Director, Derek Nolan adds: “Topaz is delighted to be involved in this excellent road safety initiative which is very much in line with our own ethos of continuous improvement and commitment to change for the better. We encourage all motorists to download the app and pick up rewards in Topaz Re Store sites nationwide”.
According to Sarah McDevitt, director of Radical, which created the app and is managing the social media campaign: “We live for innovation in how we communicate brand messages in Radical to truly help brands improve the lives of their customers. Working with Toyota to bring their brand purpose of ‘Built for a better world’ to life, while also helping to deal with a real issue on Irish roads, has been a privilege.”