FIA Smart Driving Challenge

Making every trip count

FIA Smart Driving Challenge (FIA SDC) is a smart driving initiative created by the International Automobile Federation. Using the FIA SDC app when connected to your car, an AI analyses the driving from a safety- and eco-driving standpoint. Regular motorists compete in their everyday driving to become the world’s smartest driver.

I was tasked to rebrand the FIA SDC and create a campaign to include new target audiences. It resulted in Make every trip count, a social media campaign that downplayed the motor sport legacy and highlighting environment- and performance tracking.

Services

Visual identity
Brand strategy
Ad Campaign
Product design
UI/UX design
Motion Graphics

User groups

From user interviews and workshops we concluded that the average user isn't aiming to win the global championship, but wants to improve their driving and challenge their friends and family. We found three target groups that would engage in the FIA SDC.

⭐️ The Gamer
Achievement oriented and exited about the competition aspect.

a⏱ The Tracker
Uses fitness-, sleep- and mindfulness apps to monitor their health and improve their wellbeing.

🌿 The Environmentalist
Environmentally conscious, both locally and globally.

New look and feel

Considering our new target audience, I wanted to create a look and feel that would resonate with them. It was important for me to make this a natural evolution of the FIA SDC brand, keeping the roots of motor sport. Creating a visual direction and style guide ensured that we were aligned and consistent across our designs. See the old designs represented here.

Features: Badges

By creating achievements connected to your driving, we created incentives to keep using the app for every target group.

Ad campaign: Testimonials

We went exploring for all the different reasons you would want to drive safe- and eco-friendly and curated the best one’s into an ad campaign. We got testimonials from both professional drivers and amateur motorists.

Website

Inspired by Runkeeper and Apple Fitness+, I wanted to showcase key features of the competition and the app. In short headlines we highlight reasons to join for each target group. The previously top heavy view was replaced with a simple hero image and a clear CTA to download the app.