Title	SAFEST ROUTE
Brand	GROUPAMA
Product/Service	GROUPAMA
Category	B01. Mobile Websites
Entrant	GROUPAMA Paris, FRANCE
Idea Creation	MARCEL Paris, FRANCE
Production	PRODIGIOUS Paris, FRANCE
Production 2	PUBLICIS ETO La Madeleine, FRANCE
Production 3	KUEST PROD Paris, FRANCE

Name	Company	Position
Sylvain Burel / Antoine Stattner / Perle Sun	Groupama	Advertiser Supervisors
Charles Georges Picot	Marcel	CEO
Pascal Nessim	Marcel	CEO
Anne de Maupeou	Marcel	Creative Chairman
Dimitri Guerassimov	Marcel	Chief Creative Officer
Fabien Teichner	Marcel	Chief Creative Officer
Remy Aboukrat	Marcel	Creative Director
Gaetan du Peloux	Marcel	Copywriter
Youri Guerassimov	Marcel	Art Director
Eulalia Bartolomeu	Marcel	Digital Art Director
Nicolas Levy	Marcel	Managing Partner & CSO
Blandine Mercier	Marcel	Partner
Alexandre Kobylko	Marcel	Account Director
Valentin Moreau / Lucas Sengler	Marcel	Project Managers
Sarah Lemarie	Marcel	Strategic Planner
Nathalie Roland / Nicolas Plasmondon	Marcel	PR / Social Media Manager
Louis Da Silva	Marcel	CTO
Vincent Mayol	Marcel	UX Director
Diono Corbel / Paul Vanlerberghe / Eric Beaufol	Marcel	Front End developer
Charles Coulais / Edgar Lacouture	Marcel	Back End developers
Maximilien Borne	Marcel	Technical manager
Manu G.Cuesta	Kuest Prod	Director
Mikael Arslanyan	Prodigious	Editor / Motion designer
Boris Nicou / Boris Jeanne / Thomas Corbel / Elodie Siliart	Prodigious	Sound Producers
Fabien Cornec	Prodigious	Sound Engineer
Ombeline de la Teyssonière	-	Voice (radio)
Alain Cornu	Prodigious	Photographer
Flore Silberfeld	Prodigious	Art Buyer
Constance de Gourlet / Suzanne Pereira Dias	Marcel	Producers
David Verduci / Quentin Le Roch / Mathieu Andrieu / Karine Villalon	Prodigious / Marcel	Retouching

The Campaign

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.

Creative Execution

One year was necessary to develop THE SAFEST ROUTE (letrajetleplussur.fr), so that the service may be reliable, efficient and accessible on all devices, mobile being the most important of all for a navigation tool. 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.

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.