Fiat

Fiat Safe Key – Connected Product

Lacking strong policy on drunk driving, Fiat Brazil took a hard look at alcohol consumption by youths. Understanding they needed to tackle the issue of drunk driving beyond what could be accomplished by a campaign, recommended a smart product solution – a connected device that was part breathalyzer, part key.

If the breathalyzer detects alcohol in the user’s breath, the key does not unlock the Fiat vehicle. At that point, the key connects to the user’s mobile, offering the user the option to order a taxi (from a local Uber equivalent).

Safe Key has enabled Fiat to be the first automotive company to introduce a behaviour-changing device, addressing the complex issue of drunk driving.

This film is a case study presenting the strategy and product innovation.

Deliverables: Experience Strategy and Product Innovation