Based on the insight that people are programmed to react to children’s voices (it’s in our DNA), we created the sat nav app – Slow Down GPS – where the regular adult navigation voice automatically switches to a child’s voice when driving in child-dense areas - a subtle reminder from the ones who are at most risk.

The app got uploaded with +30000 unique long/lat positions, covering places more likely to be children around in Sweden, Norway and Finland. And by inviting the public to contribute with geographical data of child dense-areas, people had a direct impact on the development of the application.

The Slow Down GPS was launched in time for school starts through bought media (TVC, online film, radio, banners, print, outdoor) and PR - to support the campaign we conducted a research where over 2000 school principles and kindergarten managers was asked about the traffic situation around their school/kindergarten – giving us both local and national knowledge/stats to work with towards both journalists and influencers. The angle/approach was adjusted depending on the targeted media – national/local and news/trade press, as well as the topic/theme, for example parents, kids, cars, motors, public transport, tech, science, infrastructure and politics.

The app was released in Norway, Sweden & Finland for free download in June 2015 and was available in both App Store and Google play.

- The story spread to 164 countries and earned a potential reach of 87.5 million people.

– After launch Slow Down GPS became the second most downloaded navigation app in Scandinavia.

– 20.000 people got engaged and contributed during the first two weeks with local knowledge of child-dense areas.

– Brand liking: +46% over target. The goal was to generate a high brand liking among 50% of the target audience (i.e. normally achieved by well-performing campaigns for If). The outcome was that 73% reported a high brand liking as an effect of the campaign. An all time high for If.

– It’s been selected for a research program regarding traffic safety at The Swedish National Road and Transport Institute, creating possible further spread of the app and of the message.

Since insurance rarely catches people’s interest, our strategy was to talk about something that truly matters to people, especially to the target audience, which has a high representation of parents and drivers. To do so we combined multiple platforms and disciplines to create awareness and find a solution for a growing problem about traffic safety.

If Insurances target audience are mainly people between 30 and 55, with children living at home. Also, a vast majority of the target audience owns a car. The campaign was targeted towards both existing and potential clients. Although being an existing customer, you seldom have a close relationship to your insurance company (unless something has happened to you). Therefore, our solution was relevant since it creates a stronger bond between the target audience and the brand, and it was relevant to the target audience for obvious reasons – a safer environment for their kids and kids around them.

Insurance is one of the most boring things people can think of. The opportunity, however, lies within talking about something that people do find interesting and find a way to make our insurance brand become a natural hero within that context. Accordingly, we searched for a story with broader concern than advertising – something that people could identify with, talk about and share with each other.

First of all, we wanted to raise awareness of the problem regarding drivers speeding near schools and kindergartens. Also, the goal was to generate higher liking towards If Insurance as a brand, since liking is the most instrumental aspect when choosing insurance.

Objectives: A) Raise awareness of the problem, i.e. get the message across and get people and media to talk about the problem. B) Generate more liking towards If Insurance as a brand. C) Influence the car manufactures and providers of GPS services.