| Title | SLOW DOWN GPS |
| Brand | IF INSURANCE |
| Product/Service | INSURANCE |
| Category |
A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign) |
|
Entrant Company
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Advertising Agency
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Media Agency
|
OMD Stockholm, SWEDEN
|
|
Production Company
|
BACON FILM Stockholm, SWEDEN
|
|
Production Company 2
|
STARCUT Helsinki, FINLAND
|
Credits
| Maria Bergkvist |
Forsman/Bodenfors |
Account Supervisor |
| Kristina Wilmar/Joachim Levin |
Forsman/Bodenfors |
Account Manager |
| Samuel Åkesson |
Forsman/Bodenfors |
Account Director |
| Joakim Labraaten |
Forsman/Bodenfors |
Copywriter |
| Johan Fredriksson |
Forsman/Bodenfors |
Designer |
| Lars Friberg |
Forsman/Bodenfors |
Planner |
| Magnus Kennhed |
Forsman/Bodenfors |
Agency Producer |
| Andreas Johansson |
Forsman/Bodenfors |
Digital Producer |
| Stopp |
- |
Post Production |
| Tarik Saleh |
Bacon STH |
Director |
| Sophie Hedberg |
Bacon STH |
Producer |
| Krister Linder |
Music |
Music |
| Ylva Axell/Magnus Theorin |
Bacon STH |
Executive Producer |
| Fredrik Wenzel |
Bacon STH |
Editor |
| Mikko Sairanen |
Starcut |
Head of Development |
| Pierre Leonard/Jonne Jyrylä |
Starcut |
Senior Developer |
| Otavio Lima |
Starcut |
iOS Developer |
| Kimmo Myllyoja |
Starcut |
Android Developer |
| Mikael Hellman |
If Insurance |
Advertiser's Supervisor |
The Brief
Insurance rarely catches people’s interest. Therefore, our solution was relevant to If since it was a way of creating brand liking – the most instrumental factor when choosing insurance; we made communication revolving around something people truly care about. At the same time, it was a true contribution to solving the problem of speeding in child-dense areas.
An increasing problem, that If Insurance wanted to find a solution for, is that stressed-out drivers don’t adhere to speed limitations near schools and daycare centers, which consequently leads to more car accidents involving children. In an effort to get drivers to slow down we used mobile technology to affect human behavior. The main insight is that humans are programmed to react to a child’s voice (it’s in our DNA). Therefore, we developed a GPS app where the ordinary adult GPS voice automatically switches to a child’s voice near child-dense areas – something that will have an immediate sympathetic effect on the drivers about their surroundings.
The Slow Down GPS was released in Norway, Sweden and Finland for the public in June 2015 and was available in both App Store and Google Play for free.
Features:
– Turn-by-turn navigation and voice navigation for driving.
– Voice navigation changes to child’s voice in areas where children are likely to be (available in Sweden, Finland and Norway).
– Shortest and fastest route options.
– Quality Map data, based on OpenStreetMap (OSM) and Scout API & SDK.
The app got uploaded with +30,000 unique long/lat positions, covering places more likely to be children around in Sweden, Norway and Finland. Each week, entries with new positions from users are being uploaded from the websites.
– 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, a strong indicator of involvement with the message and the app.
- The story spread to 164 countries and earned a potential reach of 87,500,000.
– 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.
– This idea has been selected for a research program on traffic safety at The Swedish National Road and Transport Institute, creating possible further spread of the app and of the message. This research could prove what professors are already convinced of; that the Slow Down GPS has a direct effect on drivers’ behavior.