{"id":57708,"date":"2024-06-27T12:00:00","date_gmt":"2024-06-27T12:00:00","guid":{"rendered":"https:\/\/sinchbogdanimport.local\/blog\/comment-ameliorer-la-comprehension-dun-service-complexe-et-sa-souscription-au-travers-dun-jeu\/"},"modified":"2025-12-18T15:47:35","modified_gmt":"2025-12-18T15:47:35","slug":"comment-ameliorer-la-comprehension-dun-service-complexe-et-sa-souscription-au-travers-dun-jeu","status":"publish","type":"blog","link":"https:\/\/sinch.com\/fr\/blog\/comment-ameliorer-la-comprehension-dun-service-complexe-et-sa-souscription-au-travers-dun-jeu\/","title":{"rendered":"Comment am\u00e9liorer la compr\u00e9hension d\u2019un service complexe et sa souscription au travers d\u2019un jeu interactif  ? \u200b"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Assureur mutualiste depuis plus de 60 ans, la Macif s&rsquo;engage au quotidien aupr\u00e8s de ses 5,7 millions de soci\u00e9taires et adh\u00e9rents (sur le march\u00e9 des particuliers, professionnels et ESS). Elle propose des offres et services de protection simples, utiles et accessibles, en assurances dommages, sant\u00e9-pr\u00e9voyance et finance-\u00e9pargne.\u200b\u200b<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La Macif veille particuli\u00e8rement sur l&rsquo;accompagnement des jeunes conducteurs. A cet effet, elle a&nbsp;mis en place en 2019 un programme d&rsquo;accompagnement et d&rsquo;assistance destin\u00e9 aux jeunes conducteurs Macif Drivers.\u200b<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>CONTEXTE<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Nomm\u00e9 pour le prix innovation S\u00e9curit\u00e9 routi\u00e8re en 2019 \u00e0 son lancement, Macif Drivers est un \u00ab&nbsp;coach de conduite&nbsp;\u00bb connect\u00e9 pour les conducteurs de moins de 30 ans. Ce service, gratuit, a \u00e9t\u00e9 simplifi\u00e9 en 2023 avec la cr\u00e9ation d&rsquo;un bouton d&rsquo;assistance en remplacement du boitier. Ce dispositif devait gagner en visibilit\u00e9, c&rsquo;est pourquoi la&nbsp;Macif a sollicit\u00e9 Sinch&nbsp;afin de g\u00e9n\u00e9rer des commandes au travers d\u2019une campagne mobile-first, canal de pr\u00e9dilection de ses jeunes soci\u00e9taires \u00e9ligibles.\u200b<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe src=\"https:\/\/player.vimeo.com\/video\/969810012?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>SOLUTION<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Le parti pris a \u00e9t\u00e9 de s\u2019approprier les codes des jeux vid\u00e9o, pour embarquer cette population de Jeunes en suscitant une \u00e9motion positive qui traduit le b\u00e9n\u00e9fice de l\u2019offre : le d\u00e9fi ? R\u00e9ussir l\u2019insertion du v\u00e9hicule dans un croisement redoutable !&nbsp;\u200b<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019utilisateur peut retenter sa chance \u00e0 2 reprises en cas d\u2019\u00e9chec (un m\u00e9canisme courant dans les jeux vid\u00e9o qui aide \u00e0 progresser) Ainsi, plusieurs&nbsp; parcours et messages associ\u00e9s ont \u00e9t\u00e9 int\u00e9gr\u00e9s, rendant l\u2019utilisateur acteur du jeu et le sensibilisant aux bons gestes.&nbsp;\u200b<\/p>\n\n\n<div class=\"wp-block-image size-large\">\n<figure class=\"aligncenter\"><img decoding=\"async\" class=\"wp-image-57709\" width=\"1400\" height=\"328\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/09\/CHIFFRES_MACIF_JUIN24_DRIVERS.png\" alt=\"Taux de r\u00e9activit\u00e9 et Taux de souscription\" srcset=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/09\/CHIFFRES_MACIF_JUIN24_DRIVERS.png 1400w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/09\/CHIFFRES_MACIF_JUIN24_DRIVERS-300x70.png 300w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/09\/CHIFFRES_MACIF_JUIN24_DRIVERS-768x180.png 768w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/09\/CHIFFRES_MACIF_JUIN24_DRIVERS-1024x240.png 1024w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Stimuler l\u2019exp\u00e9rience de souscription via la gamification a \u00e9t\u00e9 une strat\u00e9gie payante, en d\u00e9cuplant le temps d\u2019attention :&nbsp;\u200b<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>92% des visiteurs ont relev\u00e9 le d\u00e9fi ! (taux de d\u00e9marrage)&nbsp;\u200b<\/li>\n\n\n\n<li>+3 joueurs sur 4 l\u2019ont rejou\u00e9 entre 1 et 3 fois (2x pour 75% d\u2019entre eux)\u200b<\/li>\n\n\n\n<li>19% ont cliqu\u00e9 sur le bouton \u00ab&nbsp;Je commande&nbsp;\u00bb (sous condition d\u2019\u00e9ligibilit\u00e9)\u200b<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><em>\u00ab&nbsp;&nbsp;L\u2019une des probl\u00e9matiques actuelles dans le secteur de l\u2019assurance est d\u2019arriver \u00e0 susciter de l\u2019int\u00e9r\u00eat et de l\u2019interaction chez les jeunes. Cette population est complexe en raison de son profil \u00e9voluant rapidement (\u00e9tudiants, jeunes parents, premiers projets personnels et professionnels), et poss\u00e8de parfois une relation distante avec son assurance.&nbsp;\u200b<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>En alliant divertissement par la gamification, et sensibilisation via notre dispositif Macif Drivers, la campagne a permis une approche correspondant davantage aux codes et aux pr\u00e9f\u00e9rences de nos jeunes soci\u00e9taires.\u200b<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Inclure des m\u00e9caniques interactives, o\u00f9 nos soci\u00e9taires ne sont pas simplement passifs face aux messages, permet d\u2019animer plus efficacement notre plan d\u2019actions relationnel et commercial \u00e0 destination des jeunes \u00bb\u200b<br><strong>Arthur ANTONIO, Marketing Op\u00e9rationnel IARD, Macif<\/strong><\/em><\/p>\n<\/blockquote>\n","protected":false},"author":39,"featured_media":57711,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_category":[336],"class_list":["post-57708","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-insights-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Am\u00e9liorer la Compr\u00e9hension d\u2019un Service via un Jeu | Sinch<\/title>\n<meta name=\"description\" content=\"La Macif a sollicit\u00e9 Sinch afin de g\u00e9n\u00e9rer des commandes au travers d\u2019une campagne mobile-first, canal de pr\u00e9dilection de ses jeunes soci\u00e9taires \u00e9ligibles.\u200b\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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