MATTA Fair Slam Dunk
View the results- Brand
- Generali
- Year
- 2023
- Objective
- Sales
- Industry
- Finance
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Drimify
Objective
Generali Malaysia wanted to ride the buzz around MATTA Fair, Malaysia's biggest travel expo, and turn that travel excitement into actual policy sales rather than just brand impressions. A basketball game gave the campaign a reason for people to come back more than once instead of making one purchase and moving on.
Solution
The game only unlocks after buying a Generali travel insurance policy during the campaign window, so it arrives as a reward on the purchase confirmation page rather than something you can browse into freely. Once inside, players get a basketball free-throw setup: aim and shoot the ball into the hoop for a limited run of attempts, racking up as many baskets as they can before the session ends. Every score posts to a live leaderboard, and the ten highest scores overall win prizes, so players chasing the top spot come back to replay and beat their own number. The whole thing runs in a browser on phone, tablet, or desktop, with no app to download.
Results
The campaign drove 4,360 game participations from qualified customers and a 118% engagement rate, while the policy-to-play requirement converted into more than 1,000 new travel insurance policies sold.
- 1
Players learn about the campaign through Generali Direct promo materials and a dedicated activity page listing the campaign dates, eligibility requirements, and a three-step how-to-participate guide.
- 2
Access is gated behind a purchase: a player must buy a Generali travel insurance policy, which can cover a trip up to six months out, before the game unlocks.
- 3
Logged into their Generali Direct account, the player returns to the activity page and clicks through to launch the game, a single HTML5 basketball app that runs the same on phone, tablet, and desktop.
- 4
The game opens on a branded title screen with a start button, sometimes preceded by rules or data-entry screens before play begins.
- 5
The core loop is a free-throw shot: the player swipes or clicks to launch the ball at the hoop, judging power and direction with a finger on touchscreens or a cursor on desktop, so the ball doesn't bounce off the rim.
- 6
Each basket scores points, and the player keeps shooting across a set number of lives, aiming to rack up the highest total before they run out.
- 7
Difficulty escalates within a session: after the first missed shot, the hoop starts moving side to side.
- 8
Once lives are spent, the session ends, the score is submitted to a campaign leaderboard, and the player can see their rank and replay to try to climb higher.
- 9
After the campaign closes, Generali announces the top 10 ranked players on the activity page and contacts them to award prizes.
