CAR PARK CHALLENGE
Bronze Spike
| Title | CAR PARK CHALLENGE |
| Brand | INSURANCE AUSTRALIA GROUP |
| Product / Service | NSW COMPREHENSIVE CAR INSURANCE |
| Category | A04. Mobile Games |
| Entrant | WHYBIN\TBWA GROUP Sydney, AUSTRALIA |
| Entrant Company: | WHYBIN\TBWA GROUP Sydney, AUSTRALIA |
| Advertising Agency: | WHYBIN\TBWA GROUP Sydney, AUSTRALIA |
Credits
| Name | Company | Position |
|---|---|---|
| Russ Tucker | Whybin\TBWA Sydney | Digital Creative Director |
| Karl Reynolds | Whybin\TBWA Sydney | Associate Digital Creative Director |
| Clinton Crothers | Whybin\TBWA Sydney | Flash Developer |
| Shaun O'connor | Whybin\TBWA Sydney | Creative Technology Lead |
| David Cox | Whybin\TBWA Sydney | Technical Developer |
| Andrew Vernon | Whybin\TBWA Sydney | Technical Developer |
| Jennifer Bechard | Whybin\TBWA Sydney | Digital Producer |
| Emily Crooks | Whybin\TBWA Sydney | Digital Account Director |
Brief Explanation
Most people think insurance is boring. Especially the young audience we were aiming at. They do love snacking on gaming content though. So based on statistics showing 1 in 7 accidents happen in car parks, we created an addictive app that challenged players to park safely. The game was based on real accident data. When a player crashed, their score was relative to the actual cost of repairing the car in real life. It leaped to number six app in the Australian iTunes store and has been downloaded over 200,000 times. All achieved without any paid media.