We have 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 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%

INTOUCH is a Russian car insurance company. The company operates on the market where speeding is #1 reason for car accidents and is a big problem for car insurance business and society. Because of this INTOUCH advocates and promotes responsible driving.

To raise awareness of the problem and motivate drivers to follow speed limits INTOUCH launched the first marathon of responsible driving called “1 000 000 responsible kilometres”. INTOUCH suggested drivers to join an endurance race in front of a steering wheel. The challenge was not to be the fastest but to follow speed limits.