Forbidden Fruits
Client: Univé
We captured 400.000 players in 18.000 hours of brand engagement and lifted prompt awareness with 12%.
1. Challenge
Our challenge was to launch Univé's new health insurance campaign in a compelling and innovative way, and to create awareness for Unive's lower price plan among a target audience of 18 to 35 year olds in the Netherlands.
2. Strategy
Insights: our target audience needed to be engaged, not to be told with top-down communication campaigns. To do so, we had to trigger them with an inviting message wrapped in content or entertainment that they like.
3. Concept
We created an entertaining online game in which players could catch forbidden fruits to stay in shape and beat the price. With a dedicated content management system we blended Univé's USP's in to the game, so we could discover what message would perform best- in terms of conversion rate and online sales.
4. Use of media
In stage 1 we used Univé's owned media and stores to earn attention. In stage 2 we earned the attention of opinion leading bloggers and social influencers with viral videos and game trailers. In stage 3 we launched a 360 digital campaign including search, social and mobile.
5. Results
In 10 weeks, over 400.000 people played Forbidden Fruits at least 10 times or more, creating an active brand experience of over 18.000 hours. This led into an increase of
prompt awareness of 12% within the engaged target audience. Over 2.500 players subscribed
to Univé as a new customer.
Forbidden Fruits
Client: Univé
We captured 400.000 players in 18.000 hours of brand engagement and lifted prompt awareness with 12%.
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