Volkswagen / Australia / 2024Digital & Tech
RooBadge.
Volkswagen Australia replaced its front badge with a sound-emitting device designed to scare kangaroos away from moving vehicles.
- Brand
- Volkswagen
- Agency
- DDB Sydney
- Market
- Australia
- Region
- Global
- Year
- 2024
The challenge
Kangaroos are involved in around 90% of wildlife road collisions in Australia.
The idea
The 17cm badge, linked to an in-car app, matches GPS location with kangaroo species data and plays tailored warning sounds such as predator calls and alarm signals. It was developed with the University of Melbourne and wildlife group WIRES over several years before moving-vehicle trials.
Case study source: Activation Ideas Source ↗
