Daimler AG. Mokitown

Create a campaign to promote traffic safety among children from age 8 to 12. The goal is to convey mobility and safety tips in a fun way which contributes to DaimlerChrysler’s image as a responsible auto maker.

Fun learning
The traffic safety community Mokitown launched in 2001 with a mutli-player chat platform and interactive learning games at its core. Children who visit the virtual city can create their own individual Moki and explore Mokitown with this avatar and get to know other community members and traffic safety rules in the process. Mokis ride skateboards, kickboards and mountain bikes in this portal that speaks the language of children and lets them learn in a fun way.

Stay safe
Moderators are on hand to make sure that the chat environment stays fun and safe. A bad word filter and chat log analysis make sure the chat stays clean and free from "trolls".

Make friends
A monthly newsletter, regular events, contests and the MobileKids Tour keep interest high. Mokis can play games or invite friends to get points which they can spend in Mokitown, creating loyalty to the DaimlerChrysler brand.

The community is a long-term success. Registered users have been visiting the platform to chat and learn about traffic safety for over six years and stay for an average of 17 minutes per session. The community has been growing at a rate of 25% per month with more than a million registrations since 2001. Neue Digitale has created a portal that has gained cult status, a loyal following and a bevy of awards including: Cannes Cyber Lion, Epica Awards, Annual Multimedia Yearbook and New York Festivals.