Cannes Lions
DRAFTFCB MEXICO, Mexico City / BANORTE / 2013
Overview
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Description
Challenge: the rate of distraction accidents for the use of cell phones while driving is growing and will soon overtake the rate of accidents for drunk driving.
Objective: to raise awareness about responsible use of cell phones while driving.
Strategy and Execution: lets reward those customers that drive safely.
Execution
Where: first in Mexico City. We are planning to extend the service to the rest of the country.
When: July 2012.
For how long: a complete car insurance period.
Campaign run according to the original plan.
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.
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