PLAYING WITH FIRE
|Category||B01. Mobile Websites|
|Title||PLAYING WITH FIRE|
|Entrant||ANORAK Oslo, NORWAY|
|Idea Creation||ANORAK Oslo, NORWAY|
|Lars Holthe||Anorak||Art Director|
|Hanne C. Foss||Anorak||Project Manager|
|Per Ivar Grennes||Anorak||Planner|
|Erlend Dahl Sakshaug||Anorak||Animator|
|Henriette Berle Broch||If Insurance||CRM Marketing Manager|
|Henrik Guderud||Anorak||PR & Activation Manager|
|Jon Berge||If Insurance||Communications Director|
|Kathrine Kirkerud||If Insurance||Campaign Manager|
|Linn Cathrine Håland Nilsen||Good Morning||Producer|
|Lise Marie Vasbø||If Insurance||Head of Marketing|
|Robert Bue||Good Morning||Front-end|
|Thea Granberg||Good Morning||Producer|
|Thomas Nordahl||Good Morning||Front-end|
|Anita Gustavsson||If Insurance||Brand Manager|
|Karoline Høiby||If Insurance||Head of Business Development|
|Andreas Johannessen||N/A||Director Of Photography|
|Edel Drage||Anorak||Graphic Designer|
|Christian Schaanning||N/A||Sound Editor|
|Ola Narum Berg||Bacon||Producer|
|Jørgen Winsnes||Good Morning||Web Designer|
The CampaignThe idea became The Fire Game, a digital fire drill for mobile and tablet designed for those who need to practice what to do in the event of a fire more than anyone else: families with small children.
Creative ExecutionThe campaign was rolled out two weeks ahead of Fire Safety Week with several films that were shown on TV and online, web advertising, blog partnerships with bloggers, a comprehensive CRM run and ‘Win the crab badge’ live at Rådhusplassen during a fire station open house. The message was simple: «Play yourself safer from fire at brannleken.no»
- 250,000 unique users to date (the number of people who have played is at least double this if you consider that the game is intended for the whole family) - Discussed across some of the biggest media outlets in Norway (TV2 News, Norgesglasset, NRK Supernytt, Nitimen) - 10% increase in awareness of the fact that If is involved in the organisation of Fire Safety Week - 1,200 active leads with a hypothetical value of around NOK 18 million generated. On the basis that an average insurance policy costs NOK 5,000 annually and customers remain with If for 3 years on average. The total media budget for the campaign was NOK 1.5 million. Hypothetically, the value of the generated leads is 12 times the sum invested.
As part of our work to establish what Fire Safety Week is about, we stopped at a small piece of information. Frequent fire drills are held at schools, nurseries and workplaces, but just 4% of Norway’s population practice what to do in the event of a fire at home. This was an opportunity. Both the fire authorities and insurance companies have previously launched initiatives to persuade people to hold fire drills at home, and common to all of them has been that they played on people’s fears and wagged a finger at them. Our strategic aim was to go the opposite direction: can we get people to play with fire?
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