Ethias DM SAFEST ROUTE by Duval Guillaume Modem Antwerp

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Industry Insurance
Media Direct marketing
Market Belgium
Agency Duval Guillaume Modem Antwerp
Art Director Jonas Caluwe
Copywriter Ralf De Houwer
Released April 2011

Credits & Description

Category: Corporate Image & Information
Advertiser: ETHIAS
Product/Service: CAR INSURANCE
Date of First Appearance: Apr 10 2011
Entry URL:
Creative Directors: Katrien Bottez/Peter Ampe (Duval Guillaume)
Copywriter: Ralf De Houwer (Duval Guillaume)
Art Director: Jonas Caluwe (Duval Guillaume)
Account Director: Sylvie Verbruggen (Duval Guillaume)
Account Manager: Pauline Kinet (Duval Guillaume)
Online Producer: Lieven Dewitte (Duval Guillaume)
Production 3D animation:
Production Company: AppStrakt (AppStrakt)
Media placement: Gps Application - IPhone - 10/04/2011

Describe the brief/objective of the direct campaign.
Most insurance companies only think about their clients when they have an accident. Belgian Insurance company Ethias is different. Because it’s better to prevent than to cure, Ethias invented Safest Route.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Safest Route is gps application for iPhone that contains the official list of dangerous points on the Belgian roads. Also known as black points. With this app, drivers can calculate their safest route. When they approach a black point, they receive a warning, giving them the precious time to slow down and avoid accidents. Banner ads on our official site alerted customers to the application.

Explain why the creative execution was relevant to the product or service.
As an alternative for the shortest and the fastest route, the Safest Route is the first route planner making use of the official list of so called black points in Belgium.

Each time you approach a black point, you are notified, giving you the time to adjust your speed. You can also add a dangerous point yourself, helping other drivers.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
With the safest route Ethias wants to prevent accidents from happening.
And if anything should still go wrong, you can always find an Ethias office nearby.

Three weeks in a row the most downloaded free Belgian app.
With peaks of over 700 downloads a day.
Ranked n° 12 in the BE App Store preceded only by international apps.
Resulting in national press coverage.