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Groupama and Marcel Paris Drop Speed for Safety with 'The Safest Route'

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Agency utilises official government data pertaining to traffic accidents for the past seven years to create

Groupama and Marcel Paris Drop Speed for Safety with 'The Safest Route'

Groupama is France’s first mutual insurance company. For its latest campaign, Groupama has decided to go against a data driven insurance market, using this so called data for the sake of real people.

Groupama and Marcel are launching /, the first free road safety platform based on government data pertaining to accidents. With this data, the website is able to generate and compare two itineraries in just a few clicks: the fastest route, traditionally suggested by GPS and the safest route, one that is statistically the least dangerous.

Groupama CEO Thierry Martel says: “I am thrilled with the launch of the platform. This innovative tool is a down to earth example of Groupama's pioneering and mutualist spirit. We are constantly listening to our members, looking for solutions to make their daily lives easier. is the answer to a road safety need that was identified. One of those everyday things that concerns many people! Now our ambition is to make this service available to all, members of Groupama and non-members alike, and hope that it can be recommended by road transport professionals, integrated into the future updates of leading GPS brands... to benefit road safety for all French people.”

In order for this service to be reliable and effective, official government data pertaining to traffic accidents for the past seven years has been mapped in with precise geolocation. All accidents leading to personal injuries requiring both police and firemen 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.

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Advertiser: Groupama

Post Production / VFX

Motion Graphics: Mikael Arslanyan (Prodigious)

Retoucher: David Verduci, Quentin Le Roch, Mathieu Andrieu & Karine Villalon

Creative Agency

Art Buyer: Flore Silberfeld

Art Director: Youri Guerassimov

CEO: Charles Georges Picot & Pascal Nessim

Chief Creative Officer: Dimitri Guerassimov & Fabien Teichner

Chief Strategy Officer: Nicolas Levy

Copywriter: Gaetan du Peloux

Creative Agency: Marcel

Creative Chairman: Anne de Maupeou

Digital Art Director: Eulalia Bartolomeu

Managing Partner: Blandine Mercier

Planners: Sarah Lemarie

Print Producer: Prodigious

Producer: Constance de Gourlet & Suzanne Pereira Dias

UX: Vincent Mayol

Digital Production Company

Chief Technology Officer: Louis Da Silva

Developer: Diono Corbel, Paul Vanlerberghe & Eric Beaufol

Developers: Charles Coulais & Edgar Lacouture

Photography: Alain Cornu

Production Company

Director: Manu G.Cuesta (Kuest Prod)

Production Company: Prodigious & Kuest Prod


Producer: Boris Nicou, Boris Jeanne, Thomas Corbel & Elodie Siliart

Sound Engineer: Fabien Cornec (Prodigious)


Editor: Mikael Arslanyan (Prodigious)

Categories: Road safety, Corporate, Social and PSAs, Wed, 24 May 2017 16:19:22 GMT