Challenge: the rate of distraction accidents for the use of cell phones while driving is growing and will soon overtake the rate of accidents for drunk driving.

Objective: to raise awareness about responsible use of cell phones while driving.

Strategy and Execution: lets reward those customers that drive safely.

Where: first in Mexico City. We are planning to extend the service to the rest of the country.

When: July 2012.

For how long: a complete car insurance period.

Campaign run according to the original plan.

+10,300 downloads.

+165% awareness increase of the responsible use of cell phones while driving.

-36% distraction accidents in the first six months of use of the App.

+48% car insurance renewal.