If Insurance Digital, DM Slow Down Gps by Bacon, Forsman & Bodenfors Gothenburg

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Slow Down Gps

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Industry Insurance
Media Digital, Interactive & Mobile, Direct marketing
Market Sweden
Agency Bacon
Director Tarik Saleh
Copywriter Joakim Labraaten
Designer Johan Fredriksson
Producer Sophie Hedberg
Editor Fredrik Wenzel
Agency Forsman & Bodenfors Gothenburg
Account Supervisor Maria Bergkvist
Released June 2015

Awards

Cannes Lions 2016
Promo And Activation Sectors: Financial Products & Services Gold Lion
Direct Digital & Social: Use of Mobile Silver Lion
Mobile Apps: Utilities Bronze Lion
Digital Craft FORM: Image; Sound; Aesthetic: Music / Sound Design Bronze Lion
Mobile Technology: Data / Insight Bronze Lion
Media Use of Media: Use of Audio Platforms Bronze Lion

Credits & Description

Client: If Insurance
Product: Insurance
Entrant: Forsman & Bodenfors Gothenburg, Sweden
Title: Slow Down Gps
Product/Service: Insurance
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
Account Supervisor: Maria Bergkvist (Forsman/Bodenfors)
Account Manager: Kristina Wilmar/Joachim Levin (Forsman/Bodenfors)
Account Director: Samuel Åkesson (Forsman/Bodenfors)
Copywriter: Joakim Labraaten (Forsman/Bodenfors)
Designer: Johan Fredriksson (Forsman/Bodenfors)
Planner: Lars Friberg (Forsman/Bodenfors)
Agency Producer: Magnus Kennhed (Forsman/Bodenfors)
Digital Producer: Andreas Johansson (Forsman/Bodenfors)
Post Production: Stopp
Director: Tarik Saleh (Bacon STH)
Producer: Sophie Hedberg (Bacon STH)
Music: Krister Linder (Music)
Executive Producer: Ylva Axell/Magnus Theorin (Bacon STH)
Editor: Fredrik Wenzel (Bacon STH)
Head of Development: Mikko Sairanen (Starcut)
Senior Developer: Pierre Leonard/Jonne Jyrylä (Starcut)
iOS Developer: Otavio Lima (Starcut)
Android Developer: Kimmo Myllyoja (Starcut)
Brief Explanation
This entry is relevant to the Direct Marketing category for two central reasons. It’s built on a solution that not only requires a direct response in terms of sought effect from the communication ¬– i.e. downloading and using an app (a clear call-to-action), it also has an extended feature making it possible to create multiple direct responses while using the app. (The behavior we are seeking to generate happens while using our communicative tool.)
The problem that our solution tries to solve, which is getting people to drive according to speed limits, is a problem that commands a direct response from the target audience if there are to be any true effects. Our app is designed to do just that.
And by inviting people to contribute with geographical data of areas where they felt a child’s voice should be activated, people had a direct impact on the development of the application.
Creative Execution
Slow Down GPS was communicated through broad media, and PR was also an integral part of the campaign. The message about the underlying problem was clear and all units included a call-to-action (download Slow Down GPS). Campaign launch was carefully chosen to the time of school start after summer holidays. In the first version, locations for all schools and daycare centers in the Nordic region had been added to the app. Through crowdsourcing on If’s website, people were also able to suggest more locations where the voice should switch to a child’s voice.
Results
– After launch Slow Down GPS became the second most downloaded navigation app in Scandinavia.
– 20,000 people engaged and contributed during the first two weeks, with local knowledge of additional child-dense areas, a strong indicator of involvement with the message and the app.
- The story spread to 164 countries. Earned a potential reach of 87,500,000 people.
– Brand liking: +46% over target. The goal was to generate a high brand liking among 50% of the target audience.The outcome was that 73% reported a high brand liking as an effect of the campaign. An all time high for If.