2099
- Brand
- Liberty Mutual
- Year
- 2010
- Objective
- Engagement
- Industry
- Finance
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- RED Interactive Agency
Objective
As a major auto insurer, Liberty Mutual wanted a way to promote safe-driving habits that didn't feel like a lecture. Racing games rewarding recklessness were already a familiar genre, so flipping that convention let the brand make its safety message playable rather than preachy.
Solution
Players jump into a free browser race set on future tracks full of obstacles, piloting a sleek car of tomorrow. The catch: points don't come from speed or aggression but from clean driving, so hitting other cars or barriers costs you rather than earning style points. Race carefully enough and you unlock better-looking bodywork and performance gadgets for your car, turning restraint itself into the upgrade path. No download or purchase is required — players simply open the page and start racing, with each run ending in a score built entirely on how cleanly they drove.
- 1
The player launches the game for free directly from Liberty Mutual's promo page in the browser, with no registration or purchase required.
- 2
The player takes the wheel of a futuristic car on a racetrack set in the year 2099.
- 3
During the race, the player drives to avoid collisions rather than to drive aggressively: points are earned for clean, careful driving, and crashing costs the player any chance of winning.
- 4
Safe driving unlocks rewards in the form of upgrades — sleeker car bodies and gadgets that improve the player's futuristic racer.
