How MAAF engaged 150K+ Customers with LINK’s Interactive RCS Campaign

150k+
customers targetted
89%
open rate
33%
campaign exposure
Traditional outreach didn’t engage audiences
To improve how it connects with both individual and professional clients, MAAF sought an innovative communication tool that would foster engagement and simplify customer interactions. Traditional SMS lacked the conversational and branded experience needed to encourage action, capture feedback, and support appointment bookings.
Launching conversational RCS campaigns
MAAF collaborated with LINK Mobility to launch its first RCS (Rich Communication Services) campaign, designed to provide a richer, interactive customer experience.
Key features of the campaign:
Two-way communication via pre-written RCS responses
Branded messaging with visual identity and media integration
Combination of RCS and rich SMS to maximise compatibility and reach
Messaging used for appointment prompts, satisfaction surveys, and service innovation
The RCS channel allowed MAAF to create automated conversations that felt helpful, modern, and consistent with their service values.
89% open rate and 31% engagement through interactive messaging
The campaign reached a wide customer base and exceeded engagement expectations. The RCS approach provided real value both in terms of communication efficiency and customer data enrichment.
📈 Highlights include:
150,681 customers targeted across France
89% open rate on over 33,000 RCS messages
31% total campaign exposure to the MAAF brand environment
Enhanced customer profiling through two-way responses
Strong internal interest for broader roll-out within the Covéa group
“Customer satisfaction is a real challenge for the brand. Our choice was oriented toward automated conversations—to innovate the way we encourage service use and measure satisfaction.”
Need interactive customer communications?
Need to scale interactive customer service and engagement? LINK’s RCS platform lets you build smarter, richer messaging experiences that go beyond SMS.