Toyota Sweden: A Glass of Water iPhone App

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Saatchi & Saatchi Sweden and Toyota help drivers cut their fuel consumption with the new Glass of Water iPhone app. The app mimics a glass of water placed on a car's dashboard and challenges users to not spill a drop. Toyota and the Saatchi creatives determined that the gentler driving style encouraged by the app would help consumers lower their fuel consumption by 10 percent, resulting in the lowering of CO2 emissions by 2 million tons a year.

The app monitors spillage, and stats are recorded on the Glass of Water site, where users can also challenge family and friends.