Knowledge is power — and knowing how to drive in merciless streets of Georgia is definitely a superpower. However, in our beloved country, even superheroes might end up in trouble they are not prepared for.

In Spring 2013 Aldagi BCI decided to crusade against the “knowledge is the best insurance” attitude so widespread among Georgian drivers. It’s a common misconception that if one knows how to drive a car, accidents won’t happen — so why bother to get the car insured?
Naturally, we share the belief that driving skills are important. Still in real life it doesn’t really matter how well one can drive: getting an actual insurance is still the best insurance. But before we could tell people that they needed to get their cars insured regardless of their driving ability, we had to find out how well can people really drive. And if they didn’t drive well — we had to teach them.
With this vision in mind, we built the most comprehensive tool for learning how to drive. Aldagi Drive Facebook application gives access to the official driving exam database (greatly improving its interface and ease of use), for no charge at all. Fully integrated with Facebook, the app is replete with awards people could unlock to show off their achievements. In addition to guiding beginners, the app also lets experienced drivers test their skills and compete with their friends.

Our message is deeply embedded within the application — caring pop-ups reminded people that any mistake on the driving test could have grave consequences in real life. After each successful exam, we praised their knowledge, emphasizing that it’s a valuable asset — but that insuring one’s car is the best insurance against the uncertainty that rules Georgian streets and highways.

The Aldagi Drive campaign fits perfectly into the vision of the brand, which provides flexible insurance products for the greater good. As the number of vehicles on the road increases, making the roads safer is a pressing issue — as is the number of young drivers (aged 18–35) who lack the crucial skills to navigate in this chaotic environment. Not only did we remind the public about the benefits of car insurance, but we also provided a convenient way to learn how to drive.
The competition and reward components of the campaign were boosted by integrating the app with Facebook News Feed. These social features quickly made the campaign part of the online discussion. Aldagi Drive laid a path for future insurance demand, because those who were starting to learn how to drive used the application to learn the basics and then prepare for their license exam.

During its initial run between May-September 2013 (the app is still available for use), Aldagi Drive Facebook app generated 873'341 published actions resulting in 7'080'712 total impressions and 123'044 clicks over the course of the campaign. This means, roughly, that each active Georgian Facebook user came across our posts around seven times.
This happened too:
• Total driving tests taken: 137,381
• Total driving tests failed: 708,683
• Total users (May-Sept. 2013): 66,735
• Total awards unlocked: 92,571
• Maximum installs per day: 2,965
• Average installs per day: 501

Aldagi Drive for Aldagi BCI.

Voyage crew:

Creative Direction: Vakhtang Vakhtangishvili.

Account Management: Shota Khakhaleishvili.

Design:

Development: