In this campaign the brand connected to a customer via a mobile app that activated drivers through meaningful experience based on individual performance in real time (following or not following speed limits while driving) and cumulative performance throughout the whole campaign.

We built an app called Marathon.INTOUCH that tracked driver’s speed using GPS and compared it to a map of all posted speed limits. Every kilometre driven without speeding was turned by INTOUCH into a rouble to help those who suffered in accidents because of speeding. All the kilometres without speeding contributed to the collective effort which was to drive 1 000 000 kilometres.

Every driver was also set his own personal goal and rewarded for its achievement with a badge that could be shared in social media.

The app tracked speed real time and this motivated drivers to avoid potentially dangerous behavior.

Where: Russia

When: March 2015

How long: 20 days

The campaign reached 6 000 000 people in Moscow and St.Pete.

App users traveled ~6500 journeys without speeding (~50000 kilometres without speeding) every day.

All media KPIs (CTR, conversion rate) exceeded market average by 200%