Slam dunk customer loyalty marketing game nets 118% engagement rate for insurance firm Generali
Success Stories
The Generali Group is an Italian insurance company based in Trieste. In addition to being the biggest insurance company in Italy, it also ranks 12th globally based on net premiums and assets.
The Generali Group has been active in Malaysia since 2015, acquiring various stakes and controlling interests in different firms over the years, but ultimately unified its presence with the launch of the Generali Malaysia brand in 2023, making it one of the largest insurers in the country.
It currently has more than 1,600 employees, a distribution network of over 9,000 nationwide partners, and over 2 million customers. It has been named “International General Insurer of the Year” by the Insurance Asia Awards for the past 8 years in a row.
The challenges
🎯 Generali Malaysia were looking for a fun and engaging way to encourage potential customers to purchase their travel policies, and create brand awareness.
Their goals broke down to:
- Attracting new customers and driving conversion
- Promoting a positive, playful brand image
- Distributing prizes
📱 Games and gamification experiences “by Drimify”
Generali opted to create a Drimify gamification experience based around the Matta Fair – Malaysia’s largest consumer-facing travel event, where visitors are presented with a range of travel options and innovations.
They customised a Basketball Game – “MATTA Fair Slam Dunk” – and invited participants to score as many points as possible. The condition of entry: visiting their strategic page and purchasing a travel insurance policy within the dates of the campaign. At the end, the 10 highest scorers on the leaderboard would be eligible for big ticket prizes, including an iPad, Apple watches, and eWallet reloads.
The concept, while capitalising on the excitement and theme of Matta Fair, was a digital-first operation. It ran for a longer period of time, targeting potential customers in the build up to the event, when a lot of people would have travel plans on their mind, and would be more interested in purchasing a policy.
The chance at prizes is the extra incentive to purchase, the fun gameplay, and added competitive element of the leaderboard, creates a more memorable and positive experience, and encourages players to return to the game, and to Generali’s branded content.
Results and KPIs
Key figures 🚀
- 4,360 total views of the experience by 2,790 unique visitors
- 118% engagement rate showing the power of gamification as users participated multiple times 😍
Objectives achieved 😎
- Over a thousand new policies sold for travel insurance
- Generali Malaysia brand awareness boosted from promotion to new customer segments off the excitement of Matta Fair
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