The insight is simple: drivers are more cautious when they drive with their loved ones. A study shows that 7 people out of 10 declares they are more cautious when they're not driving alone. But your loved ones can not always be in the car. So, using the GPS navigation system, Allianz launched Family GPS with Waze: the opportunity to replace the traditional robotic voices of GPS by the emotional voices and sentences of loved ones. A simple and playful solution to increase their attention on the road.

We invited 3 different people to record their voices in a studio for their loved ones : a son, a boyfriend, and a grandmother had the opportunity to surprise their loved ones and accompany them along the road. Allianz implemented those voice packs in Waze. It was the first time in France that a GPS app, allows users to get a special pack with creatives lines and voices. Those packs were available for all Waze French’s users. We told the story and the experience through a video that invites people to download the voices in Waze. We also invited all Waze users to discover the voices directly in app with in app ads.

90% of the Waze audience was reached by the campaign, more than 470 000 people downloaded the voices' packs and spent their travels with the brand. More than 5,5million viewed the video and were exposed to Allianz engagement for road safety. Allianz Family GPS made the roads in France a little bit safer. The "I feel closer to the brand" item gained 4pts and Allianz won 1pt on the innovative item.