NRMA Insurance has launched HELP! The Game as an engaging way to help Aussies understand the importance of insurance in an ordinarily low-involvement category ahead of the Christmas period.
The gameplay of HELP! is focused on collecting assets and then protecting them with giant domes, because just like in Australia, you never know what is around the corner.
Whether it’s a home, car, possessions or even pets, players risk having everything wiped off the board by floods, fires, theft, snakes, storms, tornados, and sometimes, bin chickens.
HELP! The Game goes on sale from 8 November in Kmart stores and e-commerce, as well as a dedicated online store.
A portion of proceeds from each sale will go towards supporting disaster relief and recovery for NRMA Insurance’s partner, Australian Red Cross.
“We’re always looking at new and innovative ways to help Australians understand risk and the value of insurance," NRMA Insurance director of content and customer engagement Zara Curtis says.
"What better way to capture the attention of Australian families this Christmas than by creating something that helps bring insurance to life in a fun and engaging way.
“Interpreting the rules of a board game always creates debate around the table, so it’s exciting to be breaking category norms and consumer expectations with the launch of HELP! The Game. We’re excited to partner with Kmart this Christmas.”
The game was created in collaboration with CHE Proximity.
“Your insurance policy might be the last thing on your mind during the holidays, so HELP! The Game has been created as a fun way to get people thinking about risk and protecting their assets at the table this Christmas," CHE Proximity Chief Creative Officer Ant White says.
"We used claims data and real insurance terms to shape the gameplay and turn protecting your assets into something to compete over and even earn bragging rights for.”
HELP! The Game launches via a series of films, OOH, social, digital, PR and e-commerce activity driving people to a dedicated website.
Over 30,000 games are available for purchase from November 8, 2020.
Credits
IAG
Brent Smart, CMO
Zara Curtis, Director of Content & Customer Engagement
Sally Kiernan, Director, Brand
Caroline Hugall, Group Brand Strategy Director
Luke Farrell, Director of Marketing Operations
Mahsa Merat, Creative & Innovation Specialist
Anna Jackson, Brand Strategy Lead
Sam McGown, Creative & Innovation Lead
& all of IAG Marketing Team
CHE Proximity
Ant White, Chief Creative Officer
Wesley Hawes Executive Creative Director - Syd
Ashley Wilding, Creative Director
Daniel Davison, Creative Director
Nico Smith, Senior Art Director
Mark Carbone, Senior Copywriter
Zac Pritchard, Senior Copywriter
Holly Alexander, Director, Strategic Production
Darren Cole, Head of Design
Reece Lawson, Digital Design Lead
Michael McGregor, Designer
David Halter, Chief Strategy Officer
Nick Andrews, Head of Strategy
Olivier Boulbain, Senior Technology Project Manager
Chris Howatson, Group CEO
Shane Holmes, Group Account Director
Tyson Mahon, Senior Account Director
Charles Todhunter, Senior Account Manager
Production Credits Collider
Murray Bell, Experience Director
Andrew van der Westhuyzen, Creative Director
Hugh Carrick-Allan, Technical Director
Mitch Brown, Senior Designer
Naomi Illand, Head of Studio Production
Rachael Ford-Davies, Managing Director
Brendan Keogh, Game Consultant
Julian Frost, Jacky Winter Character Concept Illustrations
Special T Card and Booklet Production
Ted Esdaile-Watts, Principal Tech Creators Character, Object & Dome Manufacturing
Film Production Heckler
Heckler Film Production & Post
Simon Rippingale Director
Benja Harney Paper Engineer
Bonnie Law Executive Producer
Johnny Greally Producer
Simon Higgins Director of Photography
VFX Supervisor Jamie Watson
Senior Editor Andrew Holmes
Colourist Olivier Fontenay
Brad Smith Senior Flame Artist
Rumble Music Sound Design, Audio Production
Patrick Moran Photographer
Mindshare Media Agency
Thinkerbell PR & Earned
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