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.

With over 25,000 unique visits so far, we are exceeding targets by 910%, and 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 with over 10% of users sharing their game results. We had over 12,000 products explored by users and generated over 1% lead-rate which was double our target.