Pay per Mile Qorus-NTT DATA Innovation in Insurance Awards 2025

The Pay-per-Mile Campaign tackled the challenge of rethinking traditional auto insurance models, particularly for drivers covering fewer kilometers annually. Conventional policies often overlooked this segment, resulting in low-mileage drivers paying premiums based on average usage rather than their actual mileage. The challenge was to create a fairer, more personalized insurance solution for this specific segment.

The campaign, driven by consumer demand (third campaign most requested in a study with consumers), educated drivers on road safety, fuel efficiency, and vehicle maintenance. Its main objective was to deliver a fair, cost-effective solution that benefits low-mileage drivers, who have traditionally paid premiums that do not reflect their true risk profile. The initiative arose from the recognition of a market gap in conventional insurance practices and aimed to reward drivers who accumulate fewer kilometres while promoting responsible, sustainable driving.

The innovation distinguished itself in a competitive landscape by challenging entrenched pricing models. No other product in the market currently offers such a high degree of customisation through IoT and telematics technology. The inspiration for the project came from technological advancements and clear consumer demand for personalised, transparent, and sustainable insurance solutions. With IoT (Internet of Things) technology to track and monitor vehicle mileage accurately, customers could use the SD app to submit initial odometer readings during policy inception and subsequent readings after a year.

Internally, the project benefited from robust collaboration across various departments. Marketing, procurement, IT, customer service, actuarial, and underwriting teams all played crucial roles in its conception and roll-out. Strategic partnerships with InsurTech and IoT technology providers also contributed significantly to the solution’s technical and operational success.

The results were promising. The campaign reached millions via a comprehensive 360° media strategy: a dedicated film, radio spot and digital campaign were designed to encourage sustainable behaviours; TV reached 2,296,097 individuals in our communication target group, who were exposed to our advertisement 14.3 times, resulting in a total of 25,716,282 contacts; Radio reached 2,229,168 individuals in our target group, with an opportunity for contact through the campaign at a rate of 39.9, leading to a total of 88,943,783 contacts; Digital (FB, Instagram) achieved a reach of 2,122,058 and 11,912,330 impressions, which led to improved customer satisfaction and retention. Customers received substantial savings through discounts of up to 30% on their premiums, while the company secured a pioneering reputation in the sustainable, customer-centric insurance sector.