| Title | DELTA LLOYD SAILING GAME |
| Brand | DELTA LLOYD |
| Product/Service | INSURANCES |
| Category |
A08. ORIGINAL GAME OR USE OF GAMING |
|
Entrant Company
|
TBWA\NEBOKO Amsterdam, THE NETHERLANDS
|
|
Contributing Company
|
TBWA\NEBOKO Amsterdam, THE NETHERLANDS
|
|
Production Company
|
SUPERHERO CHEESECAKE Amsterdam, THE NETHERLANDS
|
Credits
| Yacco Vijn |
TBWA/NEBOKO |
Managing Creative Director |
| Bas Engels |
TBWA/NEBOKO |
Managing Creative Director |
| Marianne Herweijer |
TBWA/NEBOKO |
Client Services Director |
| Christian Van Der Ven |
TBWA/NEBOKO |
Account Manager |
| Bente Van Der Ark |
Eg/Worldwide |
Producer |
| Jan Jesse Bakker |
TBWA/NEBOKO |
Designer |
The Campaign
Branded content as a form of communication has existed for some time. Started as a typical phenomenon for TV, when it was still "non-spot" called advertising. Due to the rapid growth of digital technology, branded content penetrates more and more into our daily lives. Branded content is allowed as long as the sender/brand is clearly recognizable.
Results
Delta Lloyd is an insurance company with a serious, somewhat corporate image. Our task was to make the brand more sympathetic to young families. Delta Lloyd has a long-standing sailing sponsorship. In the television commercial we use the sailing trip of a little boy as a metaphor for one's financial life. We decided to create an interactive version of the film and develop a fun game that kids (and their parents) can play on a smartphone or tablet. Blow into the microphone moves the little sailing boat forward and tilting the device for steering through all kinds of obstacles that are also featured in the commercial. The game was initially build for iOS and later ported to Android. In the game you play the wind: by blowing into your iOS device you'll blow wind in the sail of an 'Optimist', the most famous learning vessel (blowing only works with iOS.) Tilting your device left/right will move the helm of the little boat. The game consists of a minimalistic UI, tailor-made illustrations and a dynamic soundtrack that will change according to your gameplay.
At first we spread a press release to relevant media. From marketing and communication blogs to specific gaming blogs. We targeted our possible downloaders with Facebook advertising within the sailing community.
At the ‘Optimist on Tour’, a touring sail experience for children, kids were able to play the game on a console that was specifically developed for this event. At the same time Delta Lloyd created a television program called w.s.v. De Optimist and promoted the game around this program.
Over 16,000 app downloads and 40,000 games played to date. Average playing time of more than 5+ minutes. Target amount of players reached within two weeks.