| Title | RESPONSIBLE KILOMETRES |
| Brand | INTOUCH |
| Product/Service | CAR INSURANCE |
| Category |
A03. MOBILE APPLICATIONS |
|
Entrant Company
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Advertising Agency
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Production Company
|
INDEE INTERACTIVE Saint-Petersburg, RUSSIA
|
Credits
| Andrew Kontra |
Bbdo Russia Group |
Creative Director |
| Luis Tauffer |
Bbdo Russia Group |
Creative Director |
| Ilya Andreyev |
BBDO Russia Group |
Creative Group Head |
| Alexandra Ermolenko |
BBDO Russia Group |
Art Director |
| Igor Dolgov |
Bbdo Russia Group |
Designer |
| Polina Zabrodskaya |
BBDO Russia Group |
Copywriter |
| Valentina Ekimyan |
BBDO Russia Group |
Copywriter |
| Evgeniy Kovin |
BBDO Russia Group |
Copywriter |
| Natalia Chiuch |
BBDO Russia Group |
Strategy Director |
| Julia Mukhtar |
BBDO Russia Group |
Account Director |
| Ekaterina Smygina |
BBDO Russia Group |
Digital Director |
| Daria Konstantinova |
BBDO Russia Group |
Senior Project Manager |
| Alexander Makarovsky |
Bbdo Russia Group |
Digital Director |
| Ivan Malakhov |
BBDO Russia Group |
Art Director |
| Sergey Kurbatsky |
BBDO Russia Group |
Designer |
| Tatyana Krivolutskaya |
BBDO Russia Group |
Project Manager |
| Alexey Frolov |
|
Animator |
| Oleg Savchuk |
BBDO Russia Group |
Art Director |
| Andrey Levkovitch |
|
Music |
Creative Execution
INTOUCH pledged to donate 1,000,000 rubles to help victims of fast driving. But in order for that to happen, drivers had to make a contribution too, not with their money, but by changing their driving habits. Drivers installed the OK.INTOUCH app, and their trips were analyzed. The more responsible they drove, the more money was added to a virtual bank. Once 1,000,000 was reached, the funds were donated.
Over 1 million people got involved on social media.
Total generated reach of 8.1 million.
The funds were collected 2 times faster than expected.
Speeding is a serious issue in Russia. In 2013 alone, more than 160,000 people were injured as a result. INTOUCH, a car insurance company for responsible driving, decided to take a step toward fixing the problem.