Advertiser: BANORTE
Agency: DRAFTFCB MEXICO
Category: Mobile Marketing
Advertising campaign: SAFE DRIVING MILES
Art Director: Andres Carrera (Draftfcb)
Executive Producer: Jesús Rodriguez (Must Mobile)
Head Of Art: Edgar Rodriguez (Draftfcb)
Creative Director: Federico Macko (Draftfcb)
Creative Vice President: Ignacio Zuccarino (Draftfcb)
Vice President, Planning: Mariana Hernandez (Draftfcb)
Art Director: Rafael Betancourt (Draft Fcb)
Copywriter: Raul Hernandez (Draftfcb)
Executive Creative Director: Ariel Senzacqua (Draftfcb)
Account Grouper: Carlos Marquez (Draftfcb)
Creative Director: Jalil Ordoñez (Draftfcb)
Art Director: Ximena Baltazar (Draftfcb)
Sound Engineer: Aldo Arechar (MCO)
Copywriter: Alejandro Ramirez (Draftfcb)
General Producer: Claudia González (Organika)
Producer: Dolores Muro De Nadal (Draftfcb)
Executive Creative Director: Dora Barcenas (Draftfcb)
Director: Hector Ruiz (MCO)
Creative Director: Miguel Brito (Draftfcb)
General Producer: Rafael Perez Toribio (MCO)
Implementation
Safe Driving Miles is an App that rewards those customers that decide not to use the cell phone while driving. The desired outcome: to change our consumers behavior and to tempt them to renew their insurance policy with Banorte.
Client Brief Or Objective
The target audience was drawn from existing customers.The strategy: let's educate citizens about responsible use of cell phones while driving, while offering them a discount program.
Outcome
+10,300 downloads+165% awareness increase of the responsible use of cell phones while driving-36% distraction accidents in the first six months of use of the App+48% car insurance renewal
Execution
The strength: with existing cell phone tools (GPS and Accelerometer), we created a brand new method to register safe driving miles.It is most appropriate to the brand because a great number of car accidents Banorte's insurance unit assists, are caused by the use of a cell phone while driving.