JWT partners with RAC to promote ‘attention powered’ car
JWT has launched a national campaign to promote driver awareness with the unveiling of what is claimed to be a world first – the ‘attention powered’ car.
The device employs neuro technology
In a joint statement with the RAC, the agency said the car “employs the use of neuro-technology to make the car ‘go’ when drivers are paying attention, and ‘slow’ when they are not.”
The awareness raising campaign is supported by TV, press, online and social activity. The campaign and concept of the car were designed 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,” said Mark Harricks 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 Western Australian community where the launch is taking place, raise awareness about inattention, and find possible solutions to try to help save lives on the roads.