|D01. Data Strategy
GROUPAMA Paris, FRANCE
MARCEL Paris, FRANCE
PRODIGIOUS Paris, FRANCE
PUBLICIS ETO La Madeleine, FRANCE
KUEST PROD Paris, FRANCE
|Sylvain Burel / Antoine Stattner / Perle Sun
|Charles Georges Picot
|Anne de Maupeou
|Chief Creative Officer
|Chief Creative Officer
|Gaetan du Peloux
|Digital Art Director
|Managing Partner & CSO
|Valentin Moreau / Lucas Sengler
|Nathalie Roland / Nicolas Plasmondon
|PR / Social Media Manager
|Louis Da Silva
|Diono Corbel / Paul Vanlerberghe / Eric Beaufol
|Front End developer
|Charles Coulais / Edgar Lacouture
|Back End developers
|Editor / Motion designer
|Boris Nicou / Boris Jeanne / Thomas Corbel / Elodie Siliart
|Ombeline de la Teyssonière
|Constance de Gourlet / Suzanne Pereira Dias
|David Verduci / Quentin Le Roch / Mathieu Andrieu / Karine Villalon
|Prodigious / Marcel
THE SAFEST ROUTE, the first navigation tool that puts your safety first.For the first time, the French State made public in open source all road accident data. Groupama has decided to use them by cross-referencing them with the accident notifications of its 3 million policyholders to create the first service generating the least dangerous route. How? By using the geolocalisation data of the 700,000 reported accidents and by creating an algorithm allowing one to avoid driving on dangerous roads, without adding too much additional driving time.
Thanks to THE SAFEST ROUTE, everyone can easily compare the route that all GPS give, the fastest route with the safest route. And everyone can realize that by slightly modifying his daily route, one can significantly reduce the risks of having an accident.
When GPS suggest the fastest or the shortest route, it was time to create a tool that gives you the safest.
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).
Through digital media, the campaign has generated over 13 million impressions during its first week of airing. It also generated strong PR visibility. Among those, several TV shows dedicated entire reports to THE SAFEST ROUTE, saluting how the insurer used data for the common good.
The campaign generated a total of 30 million media impressions and 5,5million€ in earned media. 3,5million routes were calculated during the first week and THE SAFEST ROUTE was shared more than 225,000 times.
One of the most exciting results is that we were contacted by Autolib’, a famous electric car sharing service in Paris, to work with us to improve our tool and integrate it in all its cars.
In conclusion, Groupama managed to stir the national debate to make safety the number one criteria to every trip. It changed millions of drivers’ minds, and made sure more people think of Groupama when switching insurance.
THE SAFEST ROUTE (letrajetleplussur.fr) is a Direct campaign because it allows the brand to build a one to one relationship with their prospects by helping them finding out about their very own safest route. People have been exposed to a post and by clicking on it they’ve created an interaction with the brand which has generated a dedicated itinerary.
In order to both retain our existing customers and to gain new ones, we have to understand that the role of insurers has changed. Consumers no longer want to pay their insurance fee every month and only benefit from it when an accident happens. They expect their insurance to demonstrate its value every day. By developing the right tools and services, we can help people prevent risks before they happen. Data is already at the heart of our profession. By pooling together Groupama’s local data and the French government accidentology data, we created a simple tool to change behaviours. The map and data cover the whole country and work as effectively in the city as in the countryside.
By giving away this tool, we’re developing a useful relationship with our clients and prospects, and we ensure they will think about us whenever they want a new insurance.