Prudential’s mobile card game asks users what the odds are of living until 100
‘Game of Odds,’ Prudential’s mobile and online card game, prompts players to look at the odds of unlikely situations – such as dating a supermodel or dying from a falling vending machine - and order them from least likely to happen to most likely to happen.
The campaign is part of the company’s effort to make life insurance more accessible and fun by giving users the chance to learn about the odds of something happening to them while hopefully encouraging them to visit life insurance experts at Prudential.
In partnership with creative agency Droga5, the insurance firm also launched a social campaign called ‘Week of Odds’ earlier this month where a statistician helped crunch numbers relating to buzzy news that ran alongside articles.
When Tori Spelling told Us Weekly that her marriage is doing great, the statistician revealed that the chances of a celebrity marriage lasting forever are actually only one in three.
Kevin Brady, executive creative director at Droga5, told The Drum: “In every iteration, the Prudential ‘Game of Odds’ and ‘Week of Odds’ showed people that they weren’t that great at understanding the odds. It prompted them to get help from somebody whose job it is to understand the odds.
“And it did it all in a way that was easy for everyone to absorb, even people who were a little intimidated by finance or life insurance,” he added.
Prudential then capitalized on the already-popular hashtag ‘#WhatAreTheOdds’ by actually responding to user tweets that included that hashtag.
When one user tweeted: ‘Two eggs in one yolk, what are the chances? #whataretheodds,’ Prudential responded with: ‘1 in 1,000.’
The life insurance campaign is Prudential’s latest attempt to make abstract ideas, such as retirement, more understandable and relatable for audiences.