The Peugeot App Helping Drivers Slow Down
As a driver, speeding up and slowing down can have a lot to do with the music playing while you’re driving. To combat the rising number of road traffic accidents caused by speeding drivers, Peugeot has launched the ‘Road Sessions’ app, using data to create real-time music mixes to promote safer driving.
Tapping into the listening diet of drivers, the brand hopes to save lives across the Netherlands. The combination of this music insight, combined with the geolocation and speed limit data means that the app can recognise how the energy, tempo and loudness can impact the driver. With this information, the app will automatically choose a song – including tracks composed by DJ Tom Trango – to encourage drivers to slow down.
To talk through the process of creating the app as well as creating this unconventional safety measure, 180 Amsterdam’s art director and copywriter duo Marina Perta and Pamela Bianda speak to LBB’s Nisna Mahtani.
LBB> Why is Peugeot keen to tackle the topic of listening to music while driving and what was the starting point of the ‘Road Sessions’ app?
Marina & Pamela> Peugeot recently shifted its positioning to be all about allure. When we heard that we got excited by the thought that the most alluring thing in every driver’s car is the music they listen to. This initial thought led us to discover that music has a huge impact on the speeds at which people drive and the rest flowed from there.
LBB> As an automotive brand, how did this topic align with Peugeot’s visions and values?
Marina & Pamela> Car brands are always looking for ways to communicate safety messaging. Peugeot is no different. But given the non-stop onslaught of threatening comms we get daily - road safety is just kinda another drop in the bucket. We wanted to make roads safer, subliminally.
LBB> Talk us through some of the statistics which informed the campaign and which ones specifically you were targeting.
Marina & Pamela> There were several studies and stats we used to guide our thinking. But two striking ones were our northern stars: a European Transport Research Council study which estimates that drivers slowing down as little as 1 km/h would save 2000 lives a year and a South China University of Technology paper which found that you drive more erratically if you listen to higher tempo music in the car.
LBB> When sitting down to decide on the creative vision, Marina and Pam, where did you take inspiration and how did your prior work together support in bringing all of the elements of this activation together?
Marina & Pamela> This app is different from anything we’ve done before. Exploring the tech and science behind an app that’s designed to change behaviour? Wild. The learning curve was steep but luckily we spoke to developers and music psychologists who gave us a crash course on what we needed to know before jumping in.
LBB> What was the starting point of creating the ‘Road Sessions’ app? Did you begin with the music, the functionality for users or something else?
Marina & Pamela> Road Sessions was a lot of things before it was an app. But the insight that music has an impact on how fast or slow we drive without us even knowing was our starting point. So then the aim became how to tap into the music-listening moment for drivers.
LBB> How did you combine the music, driving behaviours, geolocation and speed limit data to create a user-friendly interface for drivers?
Marina & Pamela> We needed an interface that was not distracting and user-friendly - both are crucial for driving apps. There were plenty of design hours dedicated to refining this while keeping it fresh.
On the backend, there’s a ton of code and tech created by our partners at Robot Kittens that merges various data points to make the experience work. The phone’s geolocation communicates the speed limits of the roads drivers are on. Those speed limits trigger the app to scan and select a song with appropriate musical parameters that correspond to the speed limit. The musical parameters are decided from a blend of danceability, energy, key, mode, tempo, time signature and a couple more.
LBB> During the process, what was the most challenging part to create and finalise?
Marina & Pamela> Turns out app building is no cakewalk - surprise! There were plenty of hurdles with Road Sessions but overall making the functionality smooth and accurate was what took us the longest to iron out.
LBB> DJ Tom Trago features and you’re inviting others to take part. Has anyone reached out so far and what would you like to tell artists who may be interested in taking part?
Marina & Pamela> Tom Trago has been a great partner! There’s been some interest from DJs across Europe which is really exciting. Any DJ/producer who is interested in helping roads be a safer place through the music they love or make is more than welcome to join. The hope is that this becomes a place of music discovery while on the roads. Road safety is just the cherry on top.
LBB> What was the timescale of creating the campaign like?
Marina & Pamela> From ideation to completion it was about a six to seven month turnaround.
LBB> So far, what has the reaction to the app been like? Are there any stories you’d like to share from users?
Marina & Pamela> Those who’ve experienced the app have had great responses. It takes the pressure off of having to queue up music while also putting drivers in good hands.
