Liberty Seguros: Case study

Credits & Description:

Brand LIBERTY SEGUROS
Entrant VCCP SPAIN MADRID
VCCP SPAIN Madrid, Spain Entrant Company
VCCP SPAIN Madrid, Spain Idea Creation
VCCP SPAIN Madrid, Spain PR
Beto Nahmad VCCP Spain Executive Creative Director
Victor González VCCP Spain Creative Director
Jezabel González VCCP Spain Art Director
Gabriel Fernández VCCP Spain Copywriter
Carlota Arriols VCCP Spain Account Director
Julia Calvo Génesis Seguros Marketing Director
Sara Muñoz VCCP Spain Producer
Saskia van Liempt VCCP Spain Head of PR & Content
Nines Alcalde Vccp Spain Managing Director
Nuria Serrano VCCP Spain Strategy Planning Director
Victor M. Segura VCCP Spain Head of Digital
Adrian Conrado VCCP Spain Account Executive
Alberto Pachano VCCP Spain Client Services Director
Synopsis
Génesis Seguros is one of the leading insurance groups in Spain and road safety is one of their key commitments.
On the other hand, cyclists are considered the most vulnerable group on Spanish roads with a very high accident rate: more than 3,000 accidents in 2017, due to the fact that car drivers do not reduce their speed around cyclists and don’t keep to the recommended 45 km/h speed limit.
Strategy
"Maillot 45" enables a cyclist to act as a moving signpost, being automatically detectable by the signal detection systems on new car models. The system recognises the jersey up to a distance of 100 metres, and warns the drivers with a luminous screen icon or by automatically adapting the speed to 45 km/h.
Relevancy
This is a Direct campaign as it is:
1) One of the key channels used e mailing to clients database building on a strong brand&customer relationship, as well as promoting a direct call to action.
2) Drives a direct response from the target (drivers) in terms of immediate action (reducing their speed) that benefits also the secondary target group
(cyclists), lead by Real Time (cars speed), and enables to react inmediately.
Outcome
+ 3 mio cars in Spain detect Maillot 45
+ 5 mio drivers impacted by the campaign
+ Almost 4 mio cyclists avoid being ran over.
Media Strategy
Data is the key driver, specially as it is used in Real Time.
Maillot 45 cyclist jersey is detectable by the cameras of the Signal Recognition Systems of cars, which read, through algorithms, geometric shapes and numbers, and identify them.
It is Real Time Driven as it reads the cyclists signs on their backs and immediately urge drivers to reduce and adjust their speed to the limit of 45 km/h.
Execution
“Maillot 45” is specifically designed to be visible by drivers at all times, placing the "45 signal" in the lower back of cyclist’s jersey, to keep it visible when cyclists crouch in straight and down.
The jersey works in the same way as a traffic signal does.
It is detectable by the cameras of the Signal Recognition Systems of cars, which read, through algorithms, geometric shapes and numbers, and identify them.
The campaign key piece is the maillot itself (acting as signpost) and is supported by e mailing to clients database, social media channels and web.
Campaign Description
"Maillot 45" is the first cycling jersey that warns drivers about the need to reduce their speed, cleverly using the same signal recognition system they have in their cars urging drivers to slow down their speed