The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.