2021 - Bronze
BAD DOG The Game
Bronze 2021
Budget Direct needed to engage a broader audience to get quotes for home and automotive insurance, particularly younger demographics who typically don’t pay attention to insurance marketing.
We conceived an addictive game that would cut through the clutter of typical insurance advertising. Taking inspiration from Budget Direct’s ‘Insurance Solved’ TVC featuring a light sword wielding Jack Russell, ‘Bad Dog’ game is a way to grab people’s attention and ultimately drive them through to request an insurance quote. Players were put in the doggy driving seat as they raced through homes, yards and streets in a bid to destroy as much personal property as possible.
Repeat play was encouraged with the added incentive of daily cash prizes for players who topped the leaderboard. A re-targeting campaign was developed to remind players of their position.
Bad Dog’s exceeded all expectations:
• 21,774 leads from +63,000 players
• Staggering 29x ROI
• eDMs open rate 55%
https://di5e2vn4jmb6s.cloudfront.net/
Advertising agencyROMEO Digital
Creative directorRodney Chapman – Design Director, Marco Eychenne – Creative Director
Art directorRodney Chapman, Marco Eychenne
Agency producerJoel Garvey, Daniel Zeimer
Account serviceGemma Boucher, Oscar Nicholson
Client marketing managerJonathan Kerr, Jenny White, Simon Smith, Warren Marsh
AnimatorSam Dale (Interactive Developer), Maddie Perrin, Rodney Chapman (Illustration)
Front end designerRodney Chapman, Madeleine Perrin
Digital producerJoel Garvey, Daniel Zeimer
DeveloperSam Dale
Other Contributors
ROMEO Digital:
Oscar Nicholson – Innovation Director
Budget Direct:
Jonathan Kerr – Chief Marketing & Delivery Officer
Simon Smith – General Manager, Marketing and Platforms
Warren Marsh – General Manager, Marketing & Communications
Britney Nash – Digital & Graphic Designer
Jenny White – Marketing Manager
Stephen Hughes – Head of CRM
Courtney Hastings – Senior Manager, Group Media Buying
Karmen Wellington – Media Manager Group Media Buying
