Our target love snacking on gaming content. So based on statistics showing 1 in 7 accidents happen in car parks, we created a fun, addictive app where players had to overcome the challenges of parking.

We used real accident data from the NRMA Research Centre, incorporating it into the scoring system. When a player crashed, their score was relative to the actual cost of repairing the car in real life – based on the damage, car, type of collision and speed. We even added audio and vibration technology, so players could hear and feel the crash too.

In its very first week the Car Park Challenge became the number six app in the Australian iTunes store and since its launch there has been over 200,000 downloads.

That’s 200,000 consumers exploring our comprehensive car insurance policy, as the game lets them experience just how important it is to be properly covered.

To put that in context, that means we exceeded the original target by almost 1000%. All achieved without any paid media.