Grandma Keeps Your Driving in Check With Allianz Family GPS

Drivers Swear Less and Act More Responsibly When Instructions Come From Family Members

By Emma Hall. Published on Oct 27, 2015

Editor's Pick

In-car apps are the latest way for insurance companies to monitor customers' driving habits, but this new version from Allianz is not a spy: it promotes safety by reminding drivers of their loved ones.

Seven out of ten drivers in France say they behave more cautiously when a loved one is in the car, so the Allianz Family GPS has ditched the usual automaton-style directions, and instead features the voices of a range of personalities: a spontaneous child, a caring and cheerful grandmother, a protective boyfriend and a rebellious, outgoing teenager.

In a film directed by Yohan Ungar through Continental Productions, Ogilvy Paris shows drivers with -- and without -- loved ones in their car. With family members close, drivers are all smiles, but when alone, they swear and shout at other road users.

The spot then captures the reactions of drivers when they hear the Allianz Family GPS voices coming through their routine GPS navigation devices. A boyfriend voice says, "Sweetheart, speed is limited to 50km per hour here," and a child's voice warns a father, "There's an object on the road ahead, be careful, it might be a banana peel."

Ogilvy Paris' simple and very human idea surprises the drivers every time, but once they get over the shock, they are all moved by the voice, and respond by driving in a calmer, more responsible manner.

Drivers can choose from a range of Allianz voice packs to find the one that most reminds them of their own loved ones. The Family GPS is available free via Waze, a community-based traffic and navigation app.

The agency's creative director, Paul Kreitmann, said, "We are constantly looking for new ways to communicate; especially when dealing with such a strong issue as caution on the road. In this campaign, GPS became the perfect medium."

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Oct 27, 2015
Ogilvy Paris
Executive Creative Director:
Baptiste Clinet
Creative Director:
Paul Kreitmann
Olivier Le Lostec
Art Director:
Clara Noguier
Aurélie Appert
Strategic Planner:
Ivan Pejcic
General Director:
Natalie Rastoin
Myriam Noucier
Kévin Martin
Dorian Salort
Claire Boët Guillaume
Production Company:
Continental Productions
Yohan Ungar
Sound Producer:
Virgile Stein
Studio (voice packs):
Post Production:
Director Brand & Communications:
Jean-Denis Malpelet
Country Manager:
Thomas Guignard
Business Development Manager:
Adrien Raffard

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