Scania GO!
Measuring the value of our daily journeys
To mark the launch of a travel app for Scania’s 6000-employee Stockholm campus, we proposed a creative concept that would measure the value of the journeys we take every day. Biometric wearables would create data and insights into the emotional impact of our travel methods, which would then be visualised into a compelling, experimental campaign.
An ambitious blend of tech
We contacted an emerging start-up purporting to use HR-V wristbands to detect users’ emotional states. This would be cross-referenced with their modes of transport to provide insights into travel habits and emotional states – which would be spin into an ATL campaign with the help of data visualisation artist Brendan Dawes.
Learning lessons about emerging technologies
Unfortunately the final product - which was on the cusp of launching when the concept was proposed - lacked the robustness and rigour required for consumer use. An alternative methodology was proposed, whereby physical consoles would be built to measure the journeys instead - but without the allure of our emerging start-up, who had worked with NASA prior to their involvement with us, the project was regrettably ‘parked for now’. Nonetheless, lessons were learned about working with emerging technologies, and I remain proud of the ambition of the concept.
