Eurobest

Safest Route

GROUPAMA, Paris / GROUPAMA / 2017

Overview

Entries

Credits

Overview

Background

For several years, public authorities, associations and road safety stakeholders have been investing in communication campaigns to change motorists’ behaviors 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 behaviors on roads at a time when words are no longer enough.

GROUPAMA thinks 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 effort by really changing behaviors, and on the other hand to create a brand preference when the French think of choosing a new insurer.

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. 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).

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