Ilya
Andreyev

COMMERCIAL:

VrijVerzekerd.nl: Endless Racing Game

The Environment and the Brief
remained the same: the company was still selling insurance in the Netherlands and needed an advertising idea to promote it.

The Solution
We have decided to advertise the company with help of an app for iPhone: Endless Racing Game. It is one of the first multiplayer games in which game action transfers from one iPhone to another via Bluetooth. The aim is to reach the finish line in 60 seconds so the car can move from one device to the other. The race can go on endlessly. In case of a crash the car returns to the racing track. And it is VrijVerzekerd who repays the purchase price of a car so you can continue you race endlessly!

We have created a video demo of a game:
 
To promote the game we have we have created a tricky entertaining viral spot based on the idea of transferring the car from one physical iPhone to the other: Next Level Video.
The viral video was a response to the video demo:
 

The results
where exciting.
 
The video got 130 000 views just in one week and over 150 5-stars rating on YouTube.

It became #1 Most Viewed This Month in Gaming category in the Netherlands and #7 Most Viewed This Week in Gaming category globally.

The campaign drew attention of hundreds online media and blogs. Among them top blogs about gadgets and technologies: Engadget.com and CruchGear.com (a part of TechCrunch.com).

The video activated discussions whether it was a real app or not.

The publication about the game spot was #2 in Google on “racing game iphone” request:

I developed the creative concept of the campaign: the idea for the viral video which gave birth to the strategy idea by Novocortex to create a real app. The Endless Racing Game campaign was created with tight co-opretaion with Bullet ICP, Novocortex, Red Graphic and ScienceSoft.