Scottish Friendly turns 'dinosaur keeper' with new online game to promote Junior ISAs

The interactive 'dinosaur keeper' game is aimed at promoting Scottish Friendly's Junior ISA.

Financial services group Scottish Friendly, in collaboration with its longstanding agency partner, Signal, has created an interactive online game, designed to raise awareness of their Junior ISA scheme.

Now live and playable on the Scottish Friendly site, the game - which was developed in just four weeks - encourages site visitors to practice their ‘Dinosaur Keeping’ skills by watching over their dinosaur eggs and stopping them from getting too cold.

Almost every department at Signal was involved in the project - from planning, creative and design to UX, development and QA. Since launch, 90.75% of those playing the game so far have completed it, with 16% sharing their dinosaur badge to Facebook.

Signal's SEO expert and head of media technology, Andrew Girdwood, said of the idea behind the content: “We can’t predict exactly what careers will be available in the future for our children - perhaps they’ll even be able to fulfil dreams of becoming a dinosaur keeper. This fun game introduces the Scottish Friendly Junior ISA as a way to prep for whatever the future holds for customers’ children - even if that future ends up including an MSc in Practical Paleontology.

“We wanted to prove that it doesn't always have to be the Forex brands pushing forward with engaging content. We found room for a T-Rex mention or two in this family-safe ISA themed interactive. Can I complete the challenge? You bet Jurassican.”

Signal operates out of offices in Edinburgh, Cheltenham and London, working with clients including Nando’s, British Heart Foundation, Scottish Friendly and National Galleries of Scotland.

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