Contest2win has teamed up with Bajaj Allianz Life Insurance for a new game-based contest, ‘Time Out’. The contest is designed to communicate the insurance firm’s message, ‘The longer you delay your retirement plan, the costlier it becomes’. The game campaign will be on Contests2win.com for a month.
The idea of the game is to collect as many gold coins as possible in limited time. This is done by ‘Smart Alec’, a character in the game. The game plan is a metaphor of the passage of life. The user needs to control Smart Alec and attempt to complete levels, or time passed in life. This is made difficult for users by introducing obstacles, or situations in life, that he or she must dodge. With progress in each level, the character grows older and the difficulty level of collecting gold coins also increases. A leader board at the end of the game keeps track of players who have collected maximum points or money in the three levels. Participants can win Nikon digital camera, iPods and pen drives.
Commenting on the initiative, Raj Menon, COO, Contests2win.com, said, “The ‘Time Out’ contest for Bajaj Allianz Life Insurance is a perfect interactive engagement for life insurance products, including those for retirement. People generally have difficulty understanding finance products. Such branded games make it simple for users to retain the key message as well as product attributes, in a fun-filled manner.”
Gaurav Sharma, Head of Sales, Contest2win, added, “We have done a lot of work with financial institutions in the past. ICICI Prudential game campaign was a breakthrough for us. The brief we got from Bajaj Allianz this time was that people should get their insurance policy as soon as possible in life because the premium went up as people grew old in life.”
Sharma said that the site was currently getting around 150-200 players daily for the three-minute game. The game also directs the player to Bajaj Allianz Insurance’s website.
Sanjay Jain, Marketing Head, Bajaj Allianz Life Insurance, said, “We are excited about the game as it helps in getting attention of young customers in a very simple and fun way, to convince them about the need for retirement income planning right from a young age. With the growing use of digital media, such innovations work well to engage with consumers.”