The best accident is the one that doesn't occur. That is why we provided Länsförsäkringar Göteborg och Bohuslän with at creative solution to decrease the number of the most common accident at sea: running aground.


As summer at sea becomes more popular, the number of boat owners is growing. But being out on the ocean does not come without risk. The most common accident amongst boat owners is running aground. If that happens, good insurance is essential, but the best accident is the one that doesn’t occur. That is why the insurance company Länsförsäkringar Göteborg och Bohuslän set out to find a way to decrease the number of boats running aground.

A sea chart is a great tool when planning a safe route, but it’s not always the easiest to decipher. Additionally, several shallow areas are not marked out on the sea chart, leaving the safety up to the captains’ knowledge about the waters.


By teaming up with the Sea Rescue Society, we marked out the 60 most accident-prone areas on the Swedish west coast. We then launched Grundkollen – a website where anyone can access the information and download the map to a GPS. Additionally, Grundkollen offers a feature where one can mark out shallow waters that aren’t on the sea chart and share the information with others.

Introducing Ocean View

After making the information easily accessible, we wanted to take things one step further and offer new perspectives when planning a boat trip. Therefore we introduced Ocean View – an interactive tool that allows you to virtually navigate safely around a few of the tricky shallow areas marked on the map.

To reach our audience

To reach our audience, we communicated our message via print, banners, ads and social media. We also let people experience Ocean View in virtual reality at a local boat show and got coverage from the press.


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