Car accident is the first cause of death amongst young people in several countries but institutions communicate on this topic using traditional medias that young people are consuming less and less. They designed campaigns with alerting messages, but young people are tired of this. With this campaign we achieved to speak about serious matter through a fun and innovative format using gaming and esport. The power of gaming helped us to serve a noble cause and shared an important message with the right tone of voice.

Challenge: Christmas holydays were coming, and we know that period is very dangerous for young drivers. 95% of young drivers said they had inappropriate behaviours while they drove. They tend to consume more alcohol or not respect road safety rules, so it was urgent for Crédit Agricole to alert young people but in a cool way in order to be sure that we reach them.

Consumer Pain Points:

•It’s always hard to respect road safety rules.

•When brand message is too serious, they don’t care about it.

Convictions to address the Pain Points:

•Transform an important message into something cool

•Respect the way you engage gaming community

•Be authentic and don’t be cringe

We created the first esport competition on Trackmania, a driving game, where all circuits were designed following road safety rules. Each circuit had a main aspect, speed limitation, alcohol, signage… We teamed up with a powerful streamer, ZeratoR, to set up the event and host several Twitch streams to livestream map design and final competition. We invited map designers as well to propose a map voted by community.

We needed to install credibility in the campaign by partnering with trustworthy media outlets that young gamers turn to for sensitive topics.

We use gaming media as a main service to facilitate conversation and build trust by being authentic with our partners. We partnered with ZeratoR. The number 1 streamer on Twitch in France. He has created a strong community through ambitious events set up all around France. He is in love with Trackmania. He is the only streamer to invest this game, so he was the perfect guy to help us. With ZeratoR, we developed a strong digital strategy working around his main social channels. We used Twitch a conversational tool and broadcast map design. And with Twitter or Instagram we communicated on the event

We created a specific media plan with Konbini, a strong media brand, capable to reach young people.

We needed partners to create a trusted and cool hub for 18-25’s to explore, discuss, and engage with the difficult themes of road safety rules, this realization guided the execution of our strategy. We connected and caught the attention of our audience by identifying our targets most meaningful media choices and created a bespoke content partnership to grab their attention in an authentic way.

ZeratoR, Twitch and Trackmania provided the right environment. We used Trackmania and its creative mode to design specifics races integrating road safety rules. We used Discord group to challenge ZeratoR community to create the best race. Thanks to Nadeo, we promoted the competition and this challenge directly in-game through the homepage.

With ZeratoR we created 8 races with 8 different topics that promote specific road rules. We dropped 2 races every two weeks during one month and half.

The event was a huge success, we reached 1,5 M people through ZeratoR, 1 800 players participated to the competition, content reached 790K views and we did a Top 2 on Twitch for the final event. Through Konbini, French digital media, we earned 2,5M of impressions and 112K interactions.

In Twitch chat, during map design sessions, we observed unlikely comments on road safety rules. ZeratoR’s community was so engaged that people in the chat discussed on several rules. We received more engagement than in any others ZeratoR branded events.