The Smart Jacket

Background

The Dutch are a nation of cycling nuts, travelling several hundred kilometres per person per year.

But with cycling came accidents. According to Google, there were some 350,000 cycling-related accidents per year in The Netherlands. Some of these were caused by cyclists being distracted by their mobile phones or cycling without lights and, Vodafone said, they were eight times more likely to suffer an accident in the dark.

Idea

Vodafone wanted to show that its mobile technology could have applications other than for telephony.

It created the 'Smart Jacket' prototype. Cyclists planned their routes and stored them in their phones. They kept the phone in a special pocket, where the route was uploaded and transmitted to a device built in to the jacket.

Lights on the jacket sleeves directed the cyclist, while indicator-type lights on its back told other road users where they were going. Successful manoeuvres were accompanied by a smiley face that said 'thanks'.

Results

Launched in March 2016, the prototype was endorsed by the Dutch Cycling Association, which noted that 40% of cyclists had used their mobiles while cycling.

PR saw the idea picked up by press, TV and social media, achieving a reach of 4.7million people. The renowned Technical University of Delft took on the idea to develop it further.

Our Thoughts

Volvo may have started the trend for brands to encourage safer cycling with its 'Life Paint' idea last year but Vodafone has moved it on with this application, which also uses the growing fashion for wearable technology.

Let's put aside the unworthy thought, if mobile usage on bikes is a cause of accidents, then Vodafone is assuaging its conscience.

Better to see it as an example of brands using their technology to improve people's lives in other ways. Vodafone has already tried this with notable success in Turkey, building the 'Easy Rescue' app which allows women frightened by a possible assault to connect with the emergency services by shaking their phone.

In a country where cycling is a national pastime, the 'Smart Jacket' also positions Vodafone as a brand in tune with the local market.