Creative agency Forsman & Bodenfors Dublin (F&B) and Allianz have used the streaming platform Spotify to harness “the power of music, science and data” to help improve the road safety behaviours of Irish drivers as part of a new campaign called “Seat Belters.”
Research shows that only half of motorists are aware of how significantly music affects their driving behaviour. With this in mind, Forsman & Bodenfors has created a “data-driven experience” on Spotify that could encourage better driving.
As part of the campaign the agency enlisted social media science star Emanuel “Big Manny” Wallace and Stewart Copeland best known as the drummer with British rock band the Police from 1977 to 1986.
Together, they appear in a series of spots that explain the science behind music’s impact on driving. Songs at 80 beats per minute (BPM) or lower have been scientifically shown to promote calmer driving patterns and improved reaction times, according to research.
The “Seat Belters” leverages Spotify’s streaming intelligence to generate personalised playlists designed to promote better driving. By identifying tracks with a BPM lower than 80, the experience encourages a more relaxed driving pace, rooted in science-backed behavioural insights.
“Multiple studies show that music above 120 BPM can raise heart rate and encourage faster, more aggressive driving, said Mark Brennan, chief marketing officer at Allianz Ireland.
“Seat Belters uses music science to nudge people toward safer driving in a natural, engaging way. We’re proud to work with Forsman & Bodenfors to bring this to life on Spotify,” he says.
“When Allianz challenged us to create something that could help improve driver safety, we developed the core idea for Seat Belters around the behavioural science of music,” says Damian Hanley, executive creative director, Forsman & Bodenfors Dublin.
“With Spotify’s unique streaming intelligence, we transformed that idea into an experience that’s culturally relevant, innovative, and potentially life-saving,” he says.
Brian Berner, global head of advertising sales & partnerships with Spotify adds: “Music provokes intense feelings. We know listeners get a mood boost when they tune into Spotify, resulting in a halo of good vibes for brands. With our focus on personalization and discovery and a uniquely engaged audience, brands like Allianz can effectively reach their target audience of drivers with this important message around safe driving. I’m thrilled to see Allianz creatively leverage Spotify and the power of music for such an important and thoughtful campaign.”
https://open.spotify.com/site/allianz
Credits
Client: Allianz Ireland
Chief Marketing Officer: Mark Brennan
Marketing Communications Manager: Valerie Hedin
Marketing Communications Executive: Rachel Hanratty
Marketing Communications Specialist: Carrie McGrath
Marketing Communications Intern: Gabriela Dyrcz
Advertising Agency: Forsman & Bodenfors Dublin
Executive Creative Director: Damian Hanley
Art Director: Helen O’Higgins
Copywriter: Gerry McBride
Head of Brand Design: Nicole McMahon
Senior Designer: Alan Ruane
Head of Content Production: Ciaran Walsh
Head of Planning and Behavioural Insights: Niamh Murphy
Client Director: Pia Schuster, Anna Hickey & Sarah Deeny
Production Company: Vibrant Films
Director: Herman duToit
Creative Director: Stephen Reynolds
Creative Producer: Michael Roulstone
Assistant Director: Cara Gaynor
Director of Photography: Ignas Laugalis
Camera Assistant: James Marnell
Gaffer: Eoghan Hand
Best Boy: Rory Fitzpatrick
Sound Technician: Ross Carew
Editor: Herman duToit
Animation: Kevin Goss Ross
Colour Grade: Stephen Reynolds
Post-Production Audio: Herman duToit
BTS Video & Stills: Tigran Chakhoian, Kevin Goss Ross
LED Screen Supply & Operation: Visual X
Studio: The Complex
