Clal Insurance: The Moments Game

Objective

Clal Insurance, an Israeli financial services company specializing in insurance, funding, and investments, sought to demonstrate the comprehensive nature of its coverage across all stages of life. The campaign aimed to position Clal as a partner that provides financial security for every major life decision and moment.

Solution

McCann Erickson Tel Aviv created The Moments Game, a Facebook-integrated real-time multiplayer game inspired by the classic "Game of Life." Players progressed through life stages, making strategic decisions at crossroads to acquire jobs, vehicles, real estate, and other life achievements. The game's core mechanic—navigating life's critical moments—reinforced the brand message that Clal Insurance covers you through every significant life event.