Budget Direct needed to engage a broader audience to get quotes for home and automotive insurance, particularly younger demographics who typically don’t pay attention to insurance marketing. We were tasked with creating a unique and compelling lead generation and conversion digital solution.

We conceived an addictive game that would cut through the clutter of typical insurance advertising. Taking inspiration from Budget Direct’s ‘Insurance Solved’ TVC featuring a light sword wielding Jack Russell, ‘Bad Dog’ game is a way to grab people’s attention and ultimately drive them through to request an insurance quote. Players were put in the doggy driving seat as they raced through homes, yards and streets in a bid to destroy as much personal property as possible.

Repeat play was encouraged with the added incentive of daily cash prizes for players who topped the leaderboard. A retargeting campaign was developed to remind players of their position.