The Safest Route
Groupama
Issue 44 | September 2017
Agency
Marcel Paris
Creative Team
CEO Charles Georges Picot & Pascal Nessim Creative Chairman Anne de Maupeou Chief Creative Officers Dimitri Guerassimov, Fabien Teichner Creative Director Remy Aboukrat Copywriter Gaetan du Peloux Art Director Youri Guerassimov Digital Art Director Eulalia Bartolomeu
Production Team
Production CTO Louis Da Silva UX Director Vincent Mayol Front End Developers Diono Corbel, Paul Vanlerberghe, Eric Beaufol Back End Developers Charles Coulais, Edgar Lacouture Technical Manager Maximilien Borne Production Companies Prodigious, Kuest Prod Art Buyer Flore Silberfeld Producers Constance de Gourlet, Suzanne Pereira Dias
Other Credits
Managing Partner & CSO Nicolas Levy Partner Blandine Mercier Account Director Alexandre Kobylko Project Managers Valentin Moreau & Lucas Sengler Strategic Planner Sarah Lemarie PR Social Nathalie Roland Media Manager Nicolas Plasmondon Client Communication Director Sylvain Burel Brand Director Antoine Stattner Communication Manager Perle Sun
Date
May 2017
Background
Groupama was the first insurance company in France to have more than three million customers.
But consumers no longer want to pay their insurance premiums every month and only benefit from it should an accident occur. They expect their insurance cover to be of value every day.
Groupama wanted to create a service that would help their customers avoid accidents. While campaigns to get motorists to drive more safely had seen fatalities on the roads drop from 20,000 in the 1970s to about 3,000 a year, the numbers had started to rise again.
Idea
Data was already central to Groupama's business. Taking their own geolocalised data about some 700,000 road accidents, where and how they had happened, and merging that with French government figures, they were able to create a navigation tool that put safety first.
Online at LeTrajetLePlusSur.fr and a mobile app, The Safest Route gave drivers two routes for any journey. One was the fastest route, the other the safest.
To get to the Gare de Lyon from the Eiffel Tower in Paris was 19 minutes on the fast route but had seen 129 more accidents than the safer but longer (by five minutes) route.
Film, radio, OOH and print ads promoted the app as well as social media and online advertising.
Results
The campaign generated 30 million media impressions and earned media to a value of €5.5 million.
3.5 million routes were calculated during the first week alone.
Autolib, a car-sharing service, worked with Groupama to improve the tool and to install it in all their cars.
Our Thoughts
This idea is smart on so many levels.
First off, insurance is a subject you have to engage with just once a year. Just because it's a necessity doesn't make it any easier to pay up large sums of money for absolutely nothing.
So, converting Groupama from a company you think about once a year, with a frown, to a company you may think about once a day or once a week, with a more positive attitude, is great marketing.
Quite apart from anything, it costs a heck of a lot less to retain a customer than to acquire a new one.
This campaign repositions a soulless insurance giant as a company that cares about the individual safety of its customers. It's no longer selling security, it's selling safety.
And they are not the same thing at all.