User playing Bad Dog the Game

Getting ready

Using a Bad Dog to drive audience engagement and deliver huge results. A great outcome for a retro, pixel-art game.


Budget Direct


  • Brand Campaigns
  • Mobile Games


What did the client need?

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.



What did we do next?

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.


“Our team is always looking to find new ways to drive engagement.”

Jonathan Kerr, Chief Marketing and Delivery Officer of Budget Direct


Some of the highlights


leads from +63,000 players


ROI achieved during the campaign


eDM open rate


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