Bike Balance
Client: AnderZorg
We captured 300.000 people in 40.000 hours of brand engagement and lifted prompt awareness with 14%.
1. Challenge
Our challenge was to position health insurance company AnderZorg as a new and challenging brand and to gain 1.000 new clients via the internet within a 18 to 25 years target audience in the Netherlands.
2. Strategy
Insights: to our target audience, health care insurance was a mandatory but no interest product that is way too expensive. To reach
and engage these screenagers, we had to go
fully overboard and provoke them with a compelling online gaming concept.
3. Concept
We created the Bike Balance: an addicting, engaging and viral game, starring superhero Mister AnderZorg. With a dedicated content management system we included many clever promotional messages to get the USPs of AnderZorg top of mind. The best players could win a Johnny Loco bike.
4. Use of media
To provoke screenagers to participate in the game, in stage 1 of the campaign we launched viral commercials and game trailers at gaming portals. We used Xbox, MSN and Google Adwords. Stage 2 of the campaign included radio flights, mobile ads and print ads.
5. Results
In 2 months we engaged over 300.000 players with Bike Balance. We created 40.000 hours of active brand engagement driving prompt awareness above 14% in the exposed target audience. Online sales did not hit the target of 1.000 but delivered over 2.500 new customers.
Bike Balance
Client: AnderZorg
We captured 300.000 people in 40.000 hours of brand engagement and lifted prompt awareness with 14%.
-/ More info