Insurance company Zilveren Kruis Achmea wanted internet users 18+ to find out what makes their insurance conditions special. To get this low interest message across we created educational banners and a minisite around an old school board game named Dr. Bibber (English name: Operation) that is still popular in The Netherlands. We used the recognisable board game character Sam, and asked internet users to operate on him and save his life. With every slip of the "surgeon", a person learned more about the insurance conditions. We completed the campaign with Search Engine Adword banners and a newsletter email.