Ponle Freno (Put the brakes on) is a road safety platform created by the Spanish TV channel Atena3 to to raise awareness and funding to help prevent traffic accidents and help victims. In addition to initiatives throughout the year, they organize an annual 5/10K race that takes place in Madrid. This year, our client AXA Insurance partnered with Ponle Freno to increase the number of participants that will join the race on November 25. We created the mobile application “Running together” (Corremos Juntos) to promote participation and get people to take action for this good cause.

The app allowed you to register, track your route, invite friends to participate, see your ranking and get training tips. A countdown feature made sure you started the race with the other 10,000 runners, even if you´re not in Madrid. To promote the app, we traveled across Spain to find real stories told by real people who have been affected in some way by traffic accidents and will be running the race via the app. Over 11,500 runners registered and people participated from all 4 corners of Spain, USA, Philippines, UK, South America and Europe.

Nowadays its difficult to get people to take time out of their busy lives to travel to Madrid (or anywhere) to take part in this race but at the same time, the need to increase awareness about road safety is so important. Our creative solution is also a need based solution that allows people to be part of a bigger movement with the convenience of participating with their mobile devices. The application places AXA among tech savvy brands (which is a goal of this insurance company) and makes sharing information about the cause super easy and effective.

More then 11,500 people signed up for the race (10,000 was the target)

The app was in the Top 5 in its category for one week in the itunes app store.

People shared and commented about the stories online and the project was covered extensively in the press. Next year they are going to use the app again and broaden the reach to a more global audience.

The app was relevant to the product because it directly related road safety to our Car Insurance client. To promote the app, we travelled across Spain to find people who have been affected in some way by traffic accidents and will be running the race via the app. We gave them each a Smartphone with the app installed and created a website where they told their personal stories and reasons for participating: Making an emotional and rational connection for our brand to consumers.

More then 11,500 responded by signing up for the race (10,000 was the target).

The app was in the Top 5 in its category for one week in the itunes app store.

People shared and commented about the stories online and the project was covered extensively in the press.

Next year they are going to use the app again and broaden the reach to a more global audience.