Mutuelle du Mans is a major leader in the French insurance market. To amplify its car insurance offering and recruit new clients, MMA set up a Pins and Search campaign on Waze promoting two car insurance offers. The campaign targeted drivers near MMA’s entire network of 1,620 branches to increase both these locations’ visibility on the map, as well as brand awareness. The campaign also made it possible to promote two car insurance offers to Wazers driving nearby MMA agents.
Becoming Wazers’ #1 insurance choice
MMA had three goals for its Waze Ads campaign: promoting its automobile insurance offers to a target group of 100% drivers, becoming the go-to insurance company for Wazers by boosting their awareness of its brand, and increasing traffic to its branches.
Connecting drivers with a network of MMA agents
MMA worked with Waze to create Pins promoting all 1,620 MMA agents in France. These pins promoted two offers to a qualified audience of 100% drivers in the vicinity of MMA agents, promoted in groups based on their visibility potential. To spark the interest of users, Waze served these offers 69,000 times.
Being visible on the Waze app was key for us. This campaign provided great visibility to the brand by referencing our entire network of agents on the application, resulting in a strong engagement from Wazers, via navigations (60,000 store visit intentions to our sales offices were recorded in three months). We hope to complete this first experience by going further into results monitoring.
Franck Le Roy, Head of Customer Data & Digital Traffic Acquisition, MMA
An ambitious campaign delivers
MMA’s campaign on Waze delivered 21.9M impressions across ad formats to 5.5M unique Wazers, resulting in an average of 1,000 navigations to agents per day. A/B tests on the visuals and on the calls-to-action showed the campaign boosted brand awareness and influenced browsing behavior. Drivers who saw the Pins showed a 52% higher navigation rate to an MMA agency from Search than those who did not see the ads. Thanks to their ambitious campaign with Waze, MMA is well on their way to becoming Wazers’ go-to insurance brand.