Groupama: Safest Route [image]

Credits & Description:

Title: Safest Route
Agency: Marcel
Brand: Groupama
Country: France
Entrant Company: Marcel, Paris
Advertising Agency: Marcel, Paris
Media Agency: Vizeum, Paris
Production Company: Publicis Eto, La Madeleine / Prodigious, Paris / Kuest Prod, Paris
Additional Company: Groupama, Paris
Co-Ceo: Pascal Nessim (Marcel)
Creative Chairman: Anne De Maupeou (Marcel)
Chief Creative Officer: Dimitri Guerassimov (Marcel)
Chief Creative Officer: Fabien Teichner (Marcel)
Managing Partner & Chief Strategy Officer: Nicolas Levy (Marcel)
Co-Ceo: Charles Georges Picot (Marcel)
Partner: Blandine Mercier (Marcel)
Art Director: Youri Guerassimov (Marcel)
Director: Manu G.Cuesta (Kuest Prod)
Creative Director: Remy Aboukrat (Marcel)
Copywriter: Gaetan Du Peloux (Marcel)
Account Director: Alexandre Kobylko (Marcel)
Strategic Planner: Sarah Lemarie (Marcel)
Photographer: Alain Cornu (-)
Cto: Louis Da Silva (Marcel)
Ux Director: Vincent Mayol (Marcel)
Voice Model: Ombeline De La Teyssonière (-)
Advertiser Supervisors: Antoine Stattner (Groupama)
Advertiser Supervisors: Perle Sun (Groupama)
Advertiser Supervisors: Sylvain Burel (Groupama)
Digital Art Director : Eulalia Bartolomeu (Marcel)
Project Managers: Lucas Sengler (Marcel)
Project Managers: Valentin Moreau (Marcel)
Pr / Social Media Manager: Nathalie Roland (Marcel)
Pr / Social Media Manager: Nicolas Plasmondon (Marcel)
Front End Developers: Diono Corbel (Marcel)
Front End Developers: Eric Beaufol (Marcel)
Front End Developers: Paul Vanlerberghe (Marcel)
Back End Developers: Charles Coulais (Marcel)
Back End Developers: Edgar Lacouture (Marcel)
Technical Manager: Maximilien Borne (Marcel)
Editor / Motion Designer: Mikael Arslanyan (Prodigious)
Sound Producers: Boris Jeanne (Prodigious)
Sound Producers: Boris Nicou (Prodigious)
Sound Producers: Elodie Siliart (Prodigious)
Sound Producers: Thomas Corbel (Prodigious)
Sound Engineer: Fabien Cornec (Prodigious)
Art Buyer : Flore Silberfeld (Prodigious)
Producers: Constance De Gourlet (Marcel)
Producers: Suzanne Pereira Dias (Marcel)
Retouching: David Verduci (Prodigious / Marcel)
Retouching: Karine Villalon (Prodigious / Marcel)
Retouching: Mathieu Andrieu (Prodigious / Marcel)
Retouching: Quentin Le Roch (Prodigious / Marcel)
Campaign Description:
THE SAFEST ROUTE (letrajetleplussur.fr), the first navigation tool that puts your safety first.For the first time, the French State has made public in open source all road accident data. Groupama has decided to use them by cross-referencing them with the accident notifications of its 3 million policyholders to create the first service generating the least dangerous route. By using the geolocalisation data of the 700,000 reported accidents and by creating an algorithm allowing one to avoid driving on dangerous roads, without adding too much additional driving time.Thanks to THE SAFEST ROUTE, everyone can easily compare the route that all GPS give, the fastest route with the safest route. And everyone can realise that by slightly modifying his/her daily route, he can significantly reduce the risks of having an accident.When all GPS suggest the fastest or the shortest route, it was time to create a tool that gives you thesafest.
Execution:
One year was necessary to develop THE SAFEST ROUTE (letrajetleplussur.fr), so that the service may be reliable, efficient and accessible on all devices, mobile being the most important of all for a navigation tool. We have launched the service through a cross-media campaign on a national scale (in-store, print, OOH, DOH, radio, social networks, web, e-mailing, PR).
Synopsis:
For several years, public authorities, associations and all road safety stakeholders have been investing in communication campaigns to change motorists’ behaviours and to improve safety on French roads ; and it actually worked. Since the seventies, we switched from 20,000 to about 3,000 fatalities a year. But these figures have started rising again for the past 3 years, the first time since 1972.Our challenge is to change behaviours on roads at a time when words are no longer enough.At GROUPAMA, we think that the right tool is sometimes better than a good speech: couldn’t we find modern tools, complementing existing processes, which would be likely to reduce the number of accidents on French roads?The objective is twofold: on the one hand to participate to the national common effort by really changing behaviours, and on the other hand to create a brand preference when the French think of choosing a new insurer.
Outcome:
Through digital media, the campaign has generated over 13 million impressions during its first week of airing. It also generated strong PR visibility. Among those, several TV shows dedicated entire reports to THE SAFEST ROUTE, saluting how the insurer used data for the common good.The campaign generated a total of 30 million media impressions and 5,5million€ in earned media. 3,5million routes were calculated during the first week and THE SAFEST ROUTE was shared more than 225,000 times.One of the most exciting results is that we were contacted by Autolib’, a famous electric car sharing service in Paris, to work with us to improve our tool and integrate it in all its cars. In conclusion, Groupama managed to stir the national debate to make safety the number one criteria to every trip. It changed millions of drivers’ minds, and made sure more people think of Groupama when switching insurance.
Strategy:
In order to both retain our existing customers and to gain new ones, we have to understand that the role of insurers has changed. Consumers no longer want to pay their insurance fee every month and only benefit from it when an accident happens. They expect their insurance to demonstrate its value every day. By developing the right tools and services, we can help people prevent risks before they happen. Data is already at the heart of our profession. By pooling together Groupama’s local data and the French government accidentology data, we created a simple tool to change behaviours. The map and data cover the whole country and work as effectively in the city as in the countryside.By giving away this tool, we’re developing a useful relationship with our clients and prospects, and we ensure they will think about us whenever they want a new insurance.