Creativity

This Insurer's GPS Helps You Choose the Safest, Not Fastest, Route

Groupama Analyzed Seven Years of Traffic Accident Data

By Alexandra Jardine. Published on May 24, 2017

Editor's Pick

French insurance company Groupama is highlighting its attention to safety by launching a GPS that helps drivers to choose the safest, rather than the quickest, route to the their destination.

To create LeTrajetLePlusSur (The Safest Route), Groupama and agency Marcel analyzed official government data on traffic accidents over the past seven years. Any accidents leading to personal injuries requiring both police and fire intervention were included. Based on statistics, an algorithm was developed from this data, identifying the roads that are less likely to experience accidents as long as they do not add more than 20% additional driving time on average to daily trips.

When users type in their destination, the tool will come up with two routes: the fastest, and the safest, and they can choose between the two. The tool, available as a mobile app and website, is collaborative; each user is encouraged to save their trip and share it on various social media platforms.

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About

Credits

Date
May 24, 2017
Agency:
Marcel
Client:
Groupama
Communication Director:
Sylvain Burel
Brand Director:
Antoine Stattner
Communication Manager:
Perle Sun
CEO:
Charles Georges Picot
CEO:
Pascal Nessim
Creative Chairman:
Anne de Maupeou
Chief Creative Officer:
Dimitri Guerassimov
Chief Creative Officer:
Fabien Teichner
Creative Director:
Remy Aboukrat
Copywriter:
Gaetan Du Peloux
Art Director:
Youri Guerrassimov
Digital Art Director:
Eulalia Bartolomeu
Managing Partner:
Nicolas Levy
Chief Strategic Officer:
Nicolas Levy
Partner:
Blandine Mercier
Account Director:
Alexandre Kobylko
Project Manager:
Valentin Moreau
Project Manager:
Lucas Sengler
Strategic Planner:
Sarah Lemarie
PR:
Nathalie Roland
Social Media Manager:
Nicolas Plasmondon
Development Company:
Marcel x ETO
Chief Technology Officer:
Louis Da Silva
UX Director:
Vincent Mayol
Front End Developer:
Diono Corbel
Front End Developer:
Paul Vanlerberghe
Front End Developer:
Eric Beaufol
Back End Developer:
Charles Coulais
Back End Developer:
Edgar Lacouture
Technical Manager:
Maximilien Borne
Production Company:
Prodigious
Production Company:
Kuest Prod
Director:
Manu G. Cuesta
Editor:
Mikael Arslanyan
Motion Designer:
Mikael Arslanyan
Sound Producer:
Boris Nicou
Sound Producer:
Boris Jeanne
Sound Producer:
Thomas Corbel
Sound Producer:
Elodie Siliart
Sound Engineer:
Fabien Cornec
Voice:
Ombeline de la Teyssonière
Print Production Company:
Prodigious
Photographer:
Alain Cornu
Art Buyer:
Flore Silberfeld
Producer:
Constance de Gourlet
Producer:
Suzanne Pereira Dias
Retouching:
David Verduci
Retouching:
Quentin Le Roch
Retouching:
Mathieu Andrieu
Retouching:
Karine Villalon

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