La Poste turns the driving theory test into a creator-powered interactive challenge

+70K

Players

+2.2M

Reach

+1.6M

Video views

To make its driving theory test services relevant to younger audiences, La Poste Codes & Examens teamed up with creators McFly & Carlito, media agency Blue449 and Dailymotion on “Trace ta route,” a campaign that transformed road-code revision into an interactive video challenge. Participants had to answer ten official-style driving theory questions to unlock the full creator experience, with prizes offering an extra reason to play. The activation combined a dedicated interactive site, creator-led YouTube content and cross-platform amplification.

The challenge

Make a practical exam service engaging for young drivers

La Poste wanted to raise awareness of its driving theory test offering among young people preparing for their licence.

The challenge was to make a functional service feel worth engaging with, in a media environment where young audiences already follow creators for entertainment. The campaign needed to translate road-code revision into something approachable, participatory and shareable.

The strategy

Make the audience part of the creator story

Working with Blue449, La Poste partnered with McFly & Carlito, whose humor and challenge-led videos were a natural fit for turning a driving theory test into entertainment. Dailymotion produced the interactive video experience on a dedicated campaign site: viewers progressed through ten road-code questions with the duo, but five mistakes ended the experience. To see the full video and qualify for the prize draw, participants needed to stay in the game. The interactive experience was supported by a dedicated YouTube video documenting the creators’ own revision journey, Instagram Stories, interactive online video and a wider social and video media plan. The creator content brought people into the experience, while the game mechanic gave them a reason to actively participate.

1
Use creator entertainment to make the exam relevant
2
Turn passive viewing into a ten-question interactive challenge
3
Amplify the experience across creator, social and video channels

The results

Ahead of market benchmarks on every measure that mattered

According to campaign figures supplied by the team, Trace ta route reached more than 2.2 million people, generated more than 1.6 million video views and attracted more than 70,000 players. The reported results also include more than 400,000 “connexions” and more than 9,000 “contesters,” although these last two labels require definition before they are published as external KPIs.

+70K

Players

+2.2M

Reach

+1.6M

Video views

+400k

connections

Why this matters for brand marketers

Participation can be the creative idea

The road-code questions were not an add-on to the video. They determined whether viewers could progress, making active participation central to the story.

Creators can make practical services culturally accessible

McFly & Carlito brought a familiar entertainment format to a topic that could otherwise feel purely administrative, giving La Poste a more relevant entry point with young drivers.

Build a journey beyond the initial creator view

YouTube and social content created discovery, while the dedicated interactive experience gave interested audiences a deeper reason to engage with La Poste’s service.

Key Takeaways

Turn information into interaction
Use game mechanics when the product or service naturally lends itself to a challenge.
Give creators a meaningful role
Choose creators whose content format can make the proposition more engaging.

Reward active attention
Connect progression through the experience to a clear audience action.
Extend the campaign across touchpoints
Use creator reach to introduce the idea and an interactive destination to deepen participation.