Creative idea answers a specific consumer insight: “when you are a young driver and you go on the road, your mum is always going to worry and need to be reassured”.

The idea of a connected button that can be implemented directly into the car dashboard allows to propose a product/service that can change customer perception of the brand.

The core message of our campaign is: “With the connected Mum button, you can now reassure your mother in one clic”.

With Mum button, connected to your smartphone thanks to a dedicated mobile app, it is now possible to reassure mums in just one click.

Once you have the button, it takes only 2 minutes to it up. Then you can use it to reassure your Mum just by pushing the button. She will receive a reassuring SMS on her mobile phone.

Following local digital campaigns on social media (supported by teaser posts + launching film in different formats), Mum buttons are implemented in 12 markets for the moment, and expectations is to have a worldwide coverage before the end of the year.

Buttons are available since April 2018.

In France, Mum buttons are available at the official brand store in Paris.

Following a digital media campaign in each market, Mum buttons are available for customers in physical stores and on-line.

First engagement rates on social media are beyond expectations and online-PR are showing a real interest on the topic.

Starting in April/May with 2000 buttons launched in 12 markets (first markets to launch are Bulgaria and Spain), objective is to have this product implemented Worldwide before the end of the year.