How gamification increased awareness about life insurance

Insurers are often thought of as the boring, old-fashioned industry that no one wants to work in or deal with. But what if there was a way to change people's perception of insurance and make it more engaging? Estonian Insurance Association company did just that by using gamification marketing. Learn how they did it and see if you can apply the same techniques to your own marketing efforts.
Picture of Kalev Kärpuk
Kalev Kärpuk

Recently, EKSL (Estonian Insurance Association) team launched an online game with the goal of increasing awareness about life insurance. They wanted to find a way to engage people on this topic more than they could with traditional social media posts or banner ads. So, EKSL chose a personality test game as their solution. They knew this would be the perfect way to guide people through questions to make them think about the necessity and importance of life insurance from their own life perspective.

Let’s take a look at how EKSL used gamification to promote this life-changing topic.

How does gamification work?

Essentially, it uses play as a means to an end. By incorporating elements of fun and competition, you can more easily engage users and motivate them towards your desired outcome—in this case, customer engagement and education.

Think about it: when was the last time you played a game that wasn’t fun? Games are designed to be enjoyable so that people will keep playing them. And the longer people play, the more likely they are to achieve the objectives set forth by the game designers. That’s why gamification is such an effective tool for marketers—because it taps into our natural desire to play and win.

EKSL gamification marketing campaign: Personality test

Question: What happens when you are not there anymore?
A1: Chaos for my family
A2: My family will manage somehow
A3: Nothing will happen

How did EKSL reach their goal?

The game itself was four simple questions related to life insurance. Such as  “Do you have a family?”, “Do you have a loan or leasing?”, “What will happen if you are not there for your family anymore?” There were 3 answer options. Based on the answers given, a message would appear at the end, for example “You should seriously think about life insurance”. Although the topic of life insurance can be difficult to approach, we found that by using this innovative and fun method, we were able to reach thousands of people.

Not only did this strategy increase awareness about life insurance, but it also engaged people in a way that traditional methods could not. EKSL team was thrilled with the results and we plan to use this approach again in the future for other projects.

The campaign was very well set up, but it doesn’t matter if the campaign didn’t bring any results. So let’s take a look at them.

How did EKSL gamification marketing campaign perform?

The main goal was to increase awareness of life insurance. The game allowed them to engage people more than with social media posts or banner ads. The product (life insurance) is complicated and also not very widely reachable. Nevertheless, Estonian Insurance Association’s gamification marketing campaign was successful because of how interactive this campaign truly became! With only 1 week gone from the launch of the campaign , over 1000 users had joined up making it an extremely high completion percentage – 97%. 

Their campaign shows how a simple online game can be an effective marketing tool to reach thousands of people and increase awareness about a topic such as life insurance. If you are working on a project with a similar goal, we recommend giving this method a try.

How to get started with gamification?

There’s never been a better time to start your gamification marketing campaign. Personality test is a highly engaging game which allows you to engage people for a long period of time and guide them to the right product or service. You can create an account and build your own personality test campaign in a couple of hours with our drag-and-drop-based software! All you need are some ideas of what kind of questions to ask in the game and then launch away. You’ll be able to turn those first players into loyal customers before long enough that they will tell all their friends just how awesome your company is.

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In the meeting, we will take a look at ADACT, discuss different game ideas and how gamification can help reach your marketing goals.

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  • If possible, we will create your own designed campaign during the call together
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