KBC was looking for a fun way to promote their smartphone app, KBC Assist, to a broad social audience. We noticed Friday the 13th was just a few weeks away. This casual day of bad luck was a perfect match with the benefits of KBC Assist, where users can easily report an accident or contact their insurance agent. The perfect social top topical right?
To communicate our message and let people experience the easiness of KBC assist, we developed an addictive minigame that could be played both on desktop and mobile devices. Players had to navigate a car through a busy street collecting points while avoiding the obstacles.
For those among us who are a tiny bit superstitious it was time to avoid black cats, broken mirrors, ... or to simply use KBC Assist! Because we believe the best social advertising doesn’t feel like advertising, we only talked about KBC Assist when people hit an obstacle. This gave us the opportunity to link the virtual accident and the feeling of bad luck to KBC Assist.
The game earned people’s attention, resulting in an average of over 5 gameplays per user, trying to beat their own highscore time after time. But even more important, 16,37% of the participants actually clicked on the KBC Assist pop-up, which drove a lot of traffic towards the KBC Assist product page.
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