Background
The Automobile Association (AA) is very well established motoring organisation and a recognised leader in the breakdown recovery services sector. Over the years, the AA has diversified its product portfolio and now offers a wide range of products and services to customers. However, despite having a well known and trusted brand name there was still relatively lower customer awareness of other key products such as Loans, Visa, Service Centres and Insurance. The AA wanted to develop effective and innovative ways of creating awareness of the other key products and services and also collect prospect data for future promotions.
The Challenge / Opportunity
To build awareness of key products and services through a fun seasonal promotion
Our Thinking and Approach
Digital media provides a new, exciting and effective way of promoting brands and services. The intelligent and creative use of digital media allows organisations to reach customers in a very selective and engaging way.
Cohezia designed and developed an online Christmas game utilising Rich Media and Viral Marketing techniques. The game was designed to incorporate key marketing and product messages as an integrated part of the game experience. The game featured multiple levels and high score boards to engage the players. A prize draw was also included to collect prospect data.
Technology Utilised
Advanced Flash MX and MySQL database technology were used for the core functionality.
Creative and Usability Design
The game needed to be very visually appealing yet quick and easy to play. Key brand and product references were incorporated into the design in a very subtle and integrated manner.
Results
The game promotion was successfully played and passed on through viral marketing to a large number of people. Valuable prospect data was captured for future promotions and conversion.