Find the Safest Route with Groupama and Marcel
Groupama and Marcel Agency launch an app that lets you choose between the fastest and safest routes.
Using government data on car crashes, Marcel Agency and French insurance company Groupama created Le Trajet Le Plus Sur (The Safest Route), a navigation website where you can choose between the quickest route and the safest.
Say Marcel Agency wanted to take a drive from their Paris office on the Avenue des Champs-Élysées to the Palais at Cannes, either to pick up a Lion of for a jolly company road trip. Typing their arrival and departure points into http://letrajetleplussur.fr/, they get two options - a 9 hour 15 minute one, or an 8 hour 20 minute one that comes with a question: 'are you sure you want to take a route with 6 more accidents?'
This website is the main part of a wider campaign based on the dangerous natures of some of France's roads. Also part of the campaign is a poster/billboard campaign on some of the recommended safe roads that The Safest Route might want you to take, with posters saying things like 'if we could insure a road, it would be this one', and 'the route preferred by those waiting for you'.
This is accompanied by in-store activations featuring The Safest Route program that have been just a small part of the millions of routes that people have taken from this unconventional road safety campaign.