The idea became The Fire Game, a digital fire drill for mobile and tablet designed for those who need it the most: families with small children.

Through play - and without wagging fingers - we wanted to take people, young and old alike, through everything they need to remember if the alarm should sound.

The campaign was rolled out two weeks ahead of Fire Safety Week with several films that were shown on TV and online, web advertising, blog partnerships with bloggers, a comprehensive CRM run and ‘Win the crab badge’ live at Rådhusplassen during a fire station open house. The message was simple: ‘play yourself safer from fire at brannleken.no

- 250,000 unique users to date (the number of people who have played is at least double this if you consider that the game is intended for the whole family)

- Discussed across some of the biggest media outlets in Norway (TV2 News, Norgesglasset, NRK Supernytt, Nitimen)

- 10% increase in awareness of the fact that If is involved in the organisation of Fire Safety Week

- If now has a tool they can continue to use in their marketing work in order to focus on the important task of preventing and practising what should happen if the worst should happen.

- A tool that delivers on If’s brand promise: ‘Relax, we’ll help you’.