Australia’s safe driver app rewards drivers. Proximity’s driver app for insurer, INTOUCH, rewards victims of speed.

For every 1 kilometre driven responsibly by users, INTOUCH, is donating 1 rouble to help victims of speed.

“We know that Russia is a country of problems because we work here. And our clients know it too. Especially those who do car insurance business,” Mint, BBDO Russia Group’s PR agency noted.

Driving fast is considered part of Russian culture. It’s not a part that car insurers want to promote. Speed is the number one cause of accidents in Russia, the root cause of up to 30% of car accidents there.

So Proximity Russia created a campaign to slow down drivers in Russia and demonstrate how dropping speed changes someone’s life for the better immediately.

It’s called The First Marathon of Responsible Driving. The challenge is not to be the fastest but to follow speed limits. Because every kilometre without speeding turned into a rouble that INTOUCH donated to help those who suffered in accidents because of speeding.

Here is how that turned out:

Credits:

Proximity Russia (Creative)

Creative Director – Andrew Kontra
Creative Group Head, Copywriter – Ilya Andreev
Art Directors – Fernando Muto, Kin Loong Lee
Designer – Nikolay Belyaev, Ilya Ekimov
Strategic Director – Natalya Chuich

Strategic Planner – Stanislav Ivnitskiy
Client service director – Julia Mukhtar
Digital Director – Alexander Makarovsky
Project manager – Sergey Razvodov
Producer – Valeriy Gorokhov

INDEE Interactive (digital production house)

Producer – Alexander Pletnev
Coders – Anton Tselikov, Juriy Tikhomirov, Alexander Schensnyak, Maxim Postnikov

Park Production (video production house)

Director – Valeriy Gorokhov
DOP – Evgeniy Kozlov
Editing – Dmitriy Orel
Producer – Maxim Ershov