ENDLESS RACING GAME by Novocortex, RED GRAPHIC INTERACTIVE AGENCY for VRIJVERZEKERD

Adsarchive » Promo » VRIJVERZEKERD » ENDLESS RACING GAME

ENDLESS RACING GAME

Pin to Collection
Add a note
Industry Insurance
Media Promo & PR
Market Netherlands
Agency Novocortex
Creative Director Ilya Andreyev
Designer Mikalai Vyhouski
Agency RED GRAPHIC INTERACTIVE AGENCY
Released October 2009

Credits & Description

Category: Best Use of other Digital Media in a Promotional Campaign
Advertiser: VRIJVERZEKERD
Product/Service: CAR INSURANCE
Agency: RED GRAPHIC INTERACTIVE AGENCY
Agency: NOVOCORTEX
Date of First Appearance: Oct 29 2009 12:00AM
Entrant Company: RED GRAPHIC INTERACTIVE AGENCY, Minsk, BELARUS
Entry URL: http://redgraphic.com/endless_racing_game/
Managing Director: Nadia Zelenkova (Red Graphic)
Creative Director: Ilya Andreyev (Red Graphic / Eat Information)
Strategy Director: Serge Fenenko (Novocortex)
Designer: Mikalai Vyhouski (Eat Information)
Director & Motion Designe: Andrey Dubrovsky (Bullet ICP)
Camera: Andrey Finik (Bullet ICP)
iPhone Developer: Alexander Zyil (ScienceSoft)
iPhone Developer: Denis Syrokvash (ScienceSoft)
iPhone Developer: Dmitry Aksenkin (ScienceSoft)
Composer: Philippe Tschmyr (DrumEcstasy)
Client: Iet Jongbloed (VrijVerzekerd)
Media placement: Web - App Sore - 2 October 2009
Media placement: Web - VrijVerzekerd Site - 2 October 2009
Media placement: Web - YouTube - 29 October 2009

Describe the objective of the promotion.
VrijVerzekerd Car Insurance repays the purchase price of your car in case of an accident, so you can buy the same car and keep driving. VrijVerzekerd Insurance needed a brand activation campaign around this advantage.

Describe how the promotion developed from concept to implementation
We developed the Endless Racing Game for iPhone, the first racing game where game action moves from one iPhone to another. Players can build an endless racing track by connecting their iPhones via Bluetooth. To promote the game we created the Next Level video that explores potential of the new gameplay. The video caused discussions, such as if “that kind of multiplayer experience was possible”. This way, viewers discovered that the Endless Racing Game was real.

Describe the success of the promotion with both client and consumer including some quantifiable results
The video got 130.000 views in its first week on YouTube. The game was downloaded 314.428 times in its first month on iTunes/AppStore and reached the Top 25 of Free iPhone Games. The campaign resulted in above 6.500 tweets, 0,5 million iPhone game downloads and above 5 million search results in Google for “endless racing game”.The VrijVerzerked site traffic increased by 12 times.

Explain why the method of promotion was most relevant to the product or service
The main target group of VrijVerzekerd Car Insurance is men of 25-40 years of age with higher education and high income. We decided to reach this target group via iPhone, their favourite smartphone. We created a branded iPhone game that leads to the website of VrijVerzekerd, where visitors can compare and buy their car insurance policy.