Disrupting the convention that you can't sell life insurance to the under 40’s.
We set out to achieve the impossible: to get our target audience engaged in a relationship with a life insurance company while still young and active and while 'the end' is still a long, long, way off.
Reinforcing the idea that you can choose the life you want, we launched a campaign to embrace an active approach to life - with Sovereign as your life partner.
We created an online interactive game called Life's Choice, to allow people to explore how their lifestyle choices related to their happiness and health.
‘Life’s Choice’ features a number of game mechanics, such as achievement badges, multiple score and personalised visualisations to encourage interaction and reward longer, deeper repeat play and sharing in social media via Facebook Connect and sharing mechanics on other social networks such as Twitter and Google+.
A full compliment of online display advertising utilizing real-time polling to allow Kiwis to discover what their choices say about them, their health and happiness, drove our audience to our site - with the added incentive of winning their share of $15,000 to spend on themselves or their family's life.
After playing the game people were able to compare scores, share their 'achievement badges', download their life-plans as screensavers and post their results across their social networks.
The campaign launched on Monday 1st August 2011 with unbranded teasers followed by a launch on Sunday 7th August supported by a combination of TV and online executions including TV commercials, a new website, online ads and a social media campaign.
During the eight-week campaign period, the game had 25,000 visits with an average time spent on site of 4.3 minutes. Close to half our traffic from social media, and we generated over 50,000 impressions within people's social media streams. Also almost 12,000 products were explored.
This bold, fresh approach breathes new life into the insurance industryDavid Drillien General Manager, Marketing and Products - Sovereign
Silver Midas award in 2011.
Bronze Axis Award in 2012.
Bronze Best Award in 2012.