As a promotional strategy to raise awareness about More Than Smart Wheels car insurance, VCCP has created a game that rewards users for safe driving. The game allows the users to collect coins, avoid collisions, keep to the speed limit and let the grannies cross the road thus encouraging good driving behavior.
The campaign will be promoted through animated videos distributed across social media that will aim to engage and encourage parents and young drivers to enjoy the benefits of safe driving and reward them for good driving behavior through monetary incentives.
Participants who score 1,000 or more points in the game can enter the draw between 23 October and 13 November to potentially win the £1,000 cash prize.
An insight revealed that alongside often high insurance costs, one of the biggest worries parents of young people have was about their safety when they first get on the road alone.
Danielle Stooke, senior brand manager at More Than, said: “My aim at More Than is to find new, interesting and innovative ways to reach and engage with our audience. This addictive game is a fantastic way for us to demonstrate how Smart Wheels is motor insurance with a difference; where good driving is rewarded with money back and savings, and importantly helps to keep young drivers safe. It’s also great fun to play too.“
Andy Booth, creative director at VCCP added: “'More Than Smart Wheels' is a fantastic product which actively encourages and rewards safe driving behaviours. What better way to reflect this that than a brilliantly addictive 16-bit driving game, that appeals not only to the young drivers that need affordable insurance, but also their worried parents who'll often end up paying for it. ”