Title | LIFE'S CHOICE |
Brand | SOVEREIGN |
Product / Service | LIFE'S CHOICE GAME |
Category | B03. Consumer Services |
Entrant | TBWA\DIGITAL ARTS NETWORK Auckland, NEW ZEALAND |
Entrant Company: | TBWA\DIGITAL ARTS NETWORK Auckland, NEW ZEALAND |
Sales Promotion/Advertising Agency: | TBWA\DIGITAL ARTS NETWORK Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Andy Blood | Tbwa\digital Arts Network | Executive Creative Director |
Ross Howard | Tbwa\digital Arts Network | Creative Director |
Jessica Neale | Tbwa\digital Arts Network | Art Director |
Sarah Crosswell | Tbwa\digital Arts Network | Executive Producer |
Ryan Sproull | Tbwa\digital Arts Network | Digital Strategist |
Tracey Lee | Tbwa\digital Arts Network | Planner |
Julie Maciver | Tbwa\digital Arts Network | Planner |
Karo Liang | Tbwa\digital Arts Network | Designer |
Simon Betton | Tbwa\digital Arts Network | Front End Developer |
Hsichen Hsieh | Tbwa\digital Arts Network | Front End Developer |
Dan Too | Tbwa\digital Arts Network | Flash Designer |
We set out to achieve the impossible: to get our 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.
To reinforce 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.
After just 2 weeks we had close to 10 000 visits with an average time spent on site of an astonishing 11 mins, and close to half our traffic from social media. After 8 weeks, a total of 25,000 people had played the Life's Choice game and shared their achivement badges over 50,000 times across their social networks.
We used 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. This 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.