Tokyo Smart Driver encourages safe and relaxing road life

Written by: Michael Keferl on April 28, 2008 at 5:35 pm | In 02 Marketing & Ad Trends, 03 Fashion & Lifestyle Trends |

A new campaign from highway company Shutoko has debuted to promote safer driving and lowered co2 emissions in the Tokyo area. Having kicked off for Spring on April 26th, Tokyo Smart Driver (TSD) is working with multiple partners and using its logo to brand products and services that are geared towards a safer driving lifestyle.

@Aroma may be an aroma company geared towards home lifestyle, but their new TSD Aroma is supposed to help you relax in your car life as well. The tiny car accessory plugs into your cigarette lighter and allows drivers to put in essential oils to create a safer atmosphere on the road.

While not exactly the most eco-friendly car on the market (or even close for that matter), Nissan’s GT-R is also being used because of its focus on driver safety features. The 2007 Design Tide event in Tokyo added its own automotive touch as well, though in a slightly more compact manner.

Much like the Good Design Award that is given out to unique products that fit the bill, the Tokyo Smart Driver logo has the potential to become an industry standard for safe driving products and services.

Japanese consumers like to know that something is “approved for use”, whether by official decree or by consumer rankings, and a distinct qualifying logo can play a large role in promoting a product that might now otherwise get much much attention. TSD has even been promoted in artistic “design” forums as well, and came out with a CD last December with relaxing music for driving, including a “Smart Driver Theme” from Ken Ishii and Sony Records.

Other partners in the TSD project are the
Ikyu hotel room rental site, J-Wave radio, and the UOMO magazine (for men in their 30’s-40’s).

More information on the TSD project is available in Shutoko’s Smart Shinbun website.
Related Post: Inside the Tokyo Traffic Control Center.

Tags: Automotive