The Moments Game
- Brand
- Clal
- Year
- 2011
- Objective
- Engagement
- Industry
- Finance
- Mechanic
- Simulation & Strategy
- Platform
- Web
- Agency
- McCann
Objective
Clal Insurance wanted to make its core promise — that coverage follows customers through every stage of life — feel personal rather than abstract. Working with McCann Erickson Tel Aviv, the insurer turned that pitch into a playable life story, so that people would associate every major decision in adulthood with the idea that Clal is there for it.
Solution
Players sign in at momentsgame.co.il with their Facebook account and join a live match running alongside other real players. From there, they move along a board modeled on The Game of Life, landing on squares that hand them a career, a car, a home and other markers of getting on in life. At regular points the board stops them for a decision — which job, which purchase, which path — and each choice shifts their standing against the other players in the match. The game runs as a real-time race through these milestones, with the sum of a player's choices deciding who comes out ahead when the round ends.
- 1
Players reach the game on its own promotional domain, momentsgame.co.il, built as a standalone site for the campaign rather than a section of the insurer's own website.
- 2
Entry runs through Facebook Connect: players link their Facebook profile so they play the game under their own name and identity.
- 3
Each round is multiplayer and runs in real time alongside other connected players, rather than as a solo playthrough.
- 4
The core loop follows the board game The Game of Life: players advance along a life path and accumulate milestones such as a job, a car, and property. The path is punctuated by recurring decision points, or "moments," where the player picks between options, and those choices steer progress toward winning the round.
