An incentive to stop people using their phone at the wheel is ringing up big numbers of drivers.
In a significant contribution to safer motoring, those taking part in the initiative have driven more than 27 million kilometres with the phone out of the equation.
Devised by Toyota, the 'Face It Down' app encourages you to disregard your phone when at the wheel. The app has now been downloaded 51,200 times.
Toyota calculates that around 130,000km are being driven every week under the scheme - and so far 44,079 rewards have been redeemed.
The idea is that you build up points for using the device to record your face-down phone-free driving.
It is backed by the RSA and with the likes of Q Park on board you gain points to get money off parking. Or with Circle K backing the plan, you get free hot drinks, while FBD will knock €50 off your car insurance if you meet certain criteria.
According to a Toyota spokeswoman, it is working on upgrading the app (iPhone and Android) to make it a "better customer experience".
International research shows that making a call while driving leaves a driver four times more prone to crash. Texting makes crashing 23 times more likely. Even glancing at a phone when it lights up is a distraction.
You can download the Face It Down app from the Google Play Store or Apple Store for free.