INSURANCE AUSTRALIA GROUP Digital CAR PARK CHALLENGE by Whybin\TBWA Sydney

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CAR PARK CHALLENGE

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Industry Games, Insurance
Media Digital, Interactive & Mobile
Market Australia
Agency Whybin\TBWA Sydney
Released May 2012

Awards

Spikes Asia 2012
Mobile Mobile Games Bronze

Credits & Description

Type of Entry Mobile
Category Mobile Games
Title CAR PARK CHALLENGE
Advertiser/Client INSURANCE AUSTRALIA GROUP
Product/Service NSW COMPREHENSIVE CAR INSURANCE
Entrant Company: Whybin\TBWA Group Sydney, AUSTRALIA
Advertising Agency: Whybin\TBWA Group Sydney, AUSTRALIA
Russ Tucker Whybin\tbwa Sydney Digital Creative Director
Karl Reynolds Whybin\tbwa Sydney Associate Digital Creative Director
Clinton Crothers Whybin\tbwa Sydney Flash Developer
Shaun O'connor Whybin\tbwa Sydney Creative Technology Lead
David Cox Whybin\tbwa Sydney Technical Developer
Andrew Vernon Whybin\tbwa Sydney Technical Developer
Jennifer Bechard Whybin\tbwa Sydney Digital Producer
Emily Crooks Whybin\tbwa Sydney Digital Account Director
Links: http://www.awardlook.com/spikes2012/nrma/carparkchallenge/index.html
Brief Explanation
Most people think insurance is boring. Especially the young audience we were aiming at. They do love snacking on gaming content though. So based on statistics showing 1 in 7 accidents happen in car parks, we created an addictive app that challenged players to park safely. The game was based on real accident data. When a player crashed, their score was relative to the actual cost of repairing the car in real life. It leaped to number six app in the Australian iTunes store and has been downloaded over 200,000 times. All achieved without any paid media.