CAFÉ AMAZON is Thailand’s No.1 coffee stop brand with 753 coffee shops nationwide in 2012, focused on drivers who want to break their journey, rest and recuperate with a coffee. CAFÉ AMAZON wanted to extend its influence and grow its business by reaching out to drowsy drivers who were in denial of the own tiredness. Knowing that we need to create an experience in the car itself, we created ‘Drive Awake’, the world’s first mobile application that uses Eye Tracking Technology to detect and address drowsiness in drivers, alerting drivers of their tiredness and guiding them to CAFÉ AMAZON stores; turning a specific and complex technology into consumers’ everyday utility. This innovation created huge publicity and re-enforced Cafe Amazon’s leadership positioning as the “Traveller’s buddy”. It increased sales dramatically, and prevented accidents and road deaths.