Sovereign Print LIFE'S CHOICE by Whybin\TBWA Auckland

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LIFE'S CHOICE

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market New Zealand
Agency Whybin\TBWA Auckland
Executive Creative Director Andy Blood
Creative Director Ross Howard
Art Director Jessica Neale
Designer Karo Liang
Released July 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: SOVEREIGN
Product/Service: CHOOSE LIFE
Agency: WHYBIN\TBWA\TEQUILA
Executive Creative Director: Andy Blood (Whybin\TBWA\ Tequila)
Creative Director: Ross Howard (Whybin\TBWA\ Tequila)
Planning Director: Tracey Lee (Whybin\TBWA\ Tequila)
Planner: Julie MacIver (Whybin\TBWA\ Tequila)
Executive Producer: Sarah Crosswell (Whybin\TBWA\ Tequila)
Art Director: Jessica Neale (Whybin\TBWA\ Tequila)
Flash Developer: Hsichen Hsieh (Whybin\TBWA\ Tequila)
Front End Developer: Simon Betton (Whybin\TBWA\ Tequila)
Digital Strategist: Ryan Sproull (Whybin\TBWA\ Tequila)
Flash Developer: Dan Too (Whybin\TBWA\ Tequila)
Designer: Karo Liang (Whybin\TBWA\ Tequila)
Media placement: Life's Choice Website - Web - 7/8/11
Media placement: Sovereign Facebook Page - Facebook - 7/8/11
Media placement: Life's Choice Banner Ad's - Facebook And Web - 7/8/11

Describe the objective of the promotion.
We set out to achieve the impossible: to get our audience engaged in a relationship with a life insurance company while still young and active and while 'the end' is still a long, long, way off.

To reinforce the idea that you can choose the life you want, we launched a campaign to embrace an active approach to life - with Sovereign as your life partner.

Describe how the promotion developed from concept to implementation.
Life insurance is a sea of sameness and we needed to be top of mind before our market (25-35) matured into a typical customer’s age - because then it’s too late.

As a promo we decided to bring the idea of ‘Choose Life’ to life online with our target market, Showing them how life choices affect their happiness and health, how different choices can have different outcomes. So we created an online social game called 'Life's Choice', to allow people to explore how their lifestyle choices related to their happiness and health and how they compare to others.

Explain why the method of promotion was most relevant to the product or service.
We weren’t going to be able to start a conversation about life insurance. So instead we decided to start a conversation about life, and lifestyle. But turning this into a game and making it social we made it immensely attractive to our target market. We got them thinking about exactly what was important, and considering the importance of life insurance as part of this. No easy task for such a fickle and savvy, but also apathetic group of consumers.

Describe the success of the promotion with both client and consumer including some quantifiable results.
With over 25,000 unique visits so far, we are exceeding targets by 910%, we had over 50,000 total impressions from organic shares across social media. We reached over 5% of our target market through word of mouth and over 10% of users shared their game results. We had over 12,000 products deliberated, explored by users and generated over 1% lead-rate which was double our target.