Basketball Marketing Game Nets 118% Engagement Rate And 1,000+ New Policies For Insurer Generali

Objective

Generali Malaysia aimed to attract new travel insurance customers at MATTA Fair, Malaysia's premier travel event, by creating an engaging gaming experience that incentivized purchase while building positive brand awareness among event attendees.

Solution

The campaign featured "MATTA Fair Slam Dunk," a basketball game where players attempted to score as many points as possible on a leaderboard. Entry required visiting Generali's strategic campaign page and purchasing a travel insurance policy during the campaign window (28 August – 6 October 2023). Rather than running only during the physical event, the campaign was a digital-first operation that ran for a longer stretch beforehand, targeting potential customers while travel plans were already top of mind. The top 10 scorers won prizes including an iPad 10, Apple Watch SE8, Apple Watch SE, and RM50 Touch 'n Go eWallet reloads, with the leaderboard's competitive element driving repeat play and pushing more qualified players toward purchasing a policy.

Results

The game achieved 118% engagement rate with 4,360 total participations and converted over 1,000 event attendees into new travel insurance customers.