INTOUCH: ‘Responsible Kilometers’ by Proximity Russia (part of BBDO Group Russia) for INTOUCH

Speeding is a serious issue in Russia. Many people get hurt because of that every year. INTOUCH is a Russian car insurance company stands for responsible driving. The company decided to make a step toward the solution of the problem. Responsible Kilometers project was launched. The idea was simple: Let drivers help those who had become victims of fast driving by trips without speeding.
Execution INTOUCH announced that it would donate1 000 000 rubles to help those who had become victims of fast driving. In case drivers would contribute. With changing their driving habits.Agency: Proximity Russia
We asked them to install OK.INTOUCH app that recorded and analyzed every trip by car. If the driver obeyed the speed limit for most of the trip, he would be given a green ticket with an amount of money to be added to a virtual bank.
Once drivers contributed 1 000 000 rubles in total, INTOUCH had donated the real sum.
Results
• Total reach generated over 7 000 000
• Over 1 000 000 got involved on social media
• Money collected twice faster than expected.