Assureur de plus de 6,4 millions de voitures, la Macif souhaite accompagner ses sociétaires dans l’usage actuel et futur de leur véhicule.
Pour favoriser le verdissement du parc automobile, des Zones à Faibles Emissions (ZFE) s’imposent désormais à certains citoyens français restreignant l’accès à certaines grandes agglomérations aux véhicules les moins récents. Cette réglementation à l’impact sociétal et économique important va pousser nos sociétaires à faire évoluer leurs modes de déplacement.
Être pionné sur des sujets d’actualité fait partie de l’ADN de la Macif, c’est pourquoi un dispositif multi-métiers ZFE a été déployé pour sensibiliser les sociétaires à cette réglementation et valoriser l’ensemble de nos solutions pour les accompagner.
Volonté de sensibiliser chaque sociétaire, qu’il soit détenteur ou non d’un contrat assurance auto sur sa situation personnelle en lien avec les ZFE. Sa réglementation très spécifique exige une grande précision afin de livrer un message préventif perspicace au bénéfice du second objectif d’upsell.
2 approches hyper-personnalisées ont été recommandées pour servir l’objectif :
Le + : le rich SMS conversationnel nous permet de récupérer les données des véhicules non assurés à la Macif de sorte à proposer un dispositif personnalisé propre par la suite.
L’engagement au global a été excellent : jusqu’à 39% de taux de clics et 50% de taux de redirection pour la cible captive, le meilleur de toutes les actions valorisant les offres de changement de véhicule. On observe notamment un pic historique de trafic sur la page dédiée à la location de véhicules.
« Nous avons réussi à sensibiliser les sociétaires sur un sujet complexe grâce à un diagnostic personnalisé qui a permis ensuite de susciter de l’intérêt pour nos offres de changement de véhicule.
Nous sommes convaincus que ce type d’approche qui vise à mettre au cœur de notre communication la situation personnelle de chaque sociétaire accentue notre proposition de valeur.
L’objectif est désormais de rentrer dans une phase d’amélioration continue de ce dispositif avec Sinch tout en l’enrichissant d’une campagne d’appels sortants sur la base des données véhicules récoltées. »
Samuel RACAUD, Responsable Marketing, Macif
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