2012 Winners & Shortlists

The Brief

Standard Chartered Bank wanted to compete in a cluttered media landscape – the car insurance category. It was a space where press ads and outdoor reigned supreme. So we did something different. We traded messaging for meaning. We shifted our focus from impressions to engagement. And we turned consumers into an audience – giving people a ride they had never experienced before.

Describe how the promotion developed from concept to implementation

The Random Road is the first driving game ever to be controlled by messages from the Twittersphere. When someone tweets about Zombies, a Zombie crosses your path, becoming a spontaneous obstacle. Random Road takes everything from pop culture trends (like our obsession with cats) to rants about taxi drivers, and instantly transforms these tweets into challenging obstacles for your ride. Rather than a twist on convention, Random Road does a complete u-turn, creating genuine engagement and captive audiences.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Random Road seamlessly weaves car insurance benefits into gameplay, showing how random things can happen on the road at the speed of a tweet. It reminds players, in a fun way, that drivers need to be ready for anything – with the right vehicle cover. Social listening helped reach gamers across the region, and get them into the game. They even added to the frenzy of obstacles along Random Road through their tweets… creating buzz about the game along the way.

Explain why the method of promotion was most relevant to the product or service

In just over a month, over 17,200 players registered took on The Random Road. Engagement levels exceeded 4 minutes per visit, with the majority of players playing more than once. Loads of people shared the game on their social networks. And the application form submissions for Standard Chartered Auto Insurance exceeded the average by close to 26.7%.