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St1 Sound Driving

When you drive to fast, your music plays to fast. 

The worlds first music player that saves fuel, money and lessens your impact on the enviroment.


Speeding violations cost Swedish drivers €250 million in extra fuel consumption, emits 300.000 tons of CO2 and can lead to hundreds of deaths every year. With an economy and environment in crisis, St1 Sweden wanted to remind drivers about the importance of keeping the speed limit. We created Sound Driving - an online music service that plays your music to fast if you drive to fast. 


How does it work? 

Sound Driving uses your phones GPS to analyzed your speed in relation to the speed limit on the road. If you’re driving too fast, the music speeds up. Built as choice architecture for a gentle reminder to slow down. 



- 65 newsrooms wrote about Sound Driving. 

- 83% of Swedes, aged 18-84, were reached by the initiative. 

- +586% compared to target range. 

- 24 000 000 in total reach. 

- 16 countries wrote about sound driving.


Most importantly, St1 reminded people to use their fuel responsibly. 

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