Sovereign: Choose Life

CHALLENGE: Whybin TBWA Tequila, Auckland set out to achieve the impossible: to get Sovereign's 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.

SOLUTION: To reinforce the idea that you can choose the life you want, the agency launched a campaign to embrace an active approach to life - with Sovereign as your life partner. They created an online interactive game called 'Life's Choice', to allow people to explore how their lifestyle choices related to their happiness and health. A full complement of online display advertising utilizing real-time polling to allow Kiwis to discover what their choices say about them, their health and happiness, drove their audience to the site - with the added incentive of winning their share of $15,000 to spend on themselves or their family's life.

After playing the game people were able to compare scores, share their 'achievement badges', download their life-plans as screensavers and post their results across their social networks.

RESULTS: After just 2 weeks they had close to 10 000 visits with an average time spent on site of an astonishing 11 mins, and close to half our traffic from social media.