The free application offers exclusive content (educational videos on safe driving and automobile maintenance), an easy-usage GPS car-service location function (for the nearest fuel station, repair shop or parking facility), a comprehensive list of discounts and benefits for policy holders and an exclusive “touch to call” function, a direct line with the company’s call center which also pinpoints the driver’s location for prompter customer service.

The idea garnered lots of spontaneous media coverage. Furthermore, over 158,000 people accessed the project’s website in under 30 days to download the application onto their iPhones. Product-information requests rose by 86% during the period.