ICICI Prudential Life Insurance Company and media2win have launched a unique brand game, the 'Retire Rich' contest on moneycontrol.com and contests2win.com. The game brings alive an interactive approach to retirement planning and enables consumers to understand ICICI Prudential's flagship retirement product, LifeTime Pension II, and also captures opt-in leads.
Krishna Kumar, CEO, media2win, said, "For the first time a life insurance client has come on board for this exciting format of a branded game. We are using a serious medium but in an innovative manner. The message is easy to understand and underlines the benefits of periodic investment."
C2W has designed this contest in a unique format that conveys to the consumer the need to save for their retirement, starting now. The consumer then plays a game built around the pension product and its proposition 'Retire from work, not life'. The game is very simple - all that the user has to do is to gather as many silver and gold coins representing a systematic and disciplined saving over a period of time. The more he saves, the richer he retires. The objective of the game is that the user collects and invests as much money as he can.
Said Sujit Ganguli, Head - Marketing, ICICI Prudential Life Insurance, "We are always looking at innovative means of explaining the benefits of our products in a simple and clear manner. The interactive approach through an online game allows us to capture the attention and imagination of visitors to the moneycontrol site through a non-conventional route. We are excited with being the first life insurance client to get on to moneycontrol by way of the Retire Rich contest. After all, it's not just about educating consumers but having them enjoy the game."
Set up in January 2005, media2win is India's first online and wireless media specialist. It is 100 per cent owned by contests2win and is a completely standalone company. In just four months, media2win has helped companies such as Samsung, AXN, Domino's, STAR and Zee among several others to create innovative online campaigns.