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

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