Customer Stories

Objective

Alka Insurance, a Danish insurer, faced the challenge of engaging customers in a traditionally low-interest, heavily regulated insurance sector where people typically only seek information when compelled by circumstances. With online comparison tools making it easy to switch providers in a few clicks, the company needed to build brand loyalty beyond price competition, reduce customer churn, and maintain awareness across seasonal periods.

Solution

Alka deployed a series of gamified interactive experiences embedded as an iFrame directly on their website, combining gamification with storytelling and seasonal campaigns. The portfolio included a Christmas Calendar with daily quizzes featuring the Juhl family characters, an Easter game based on the Danish gækkebrev word-guessing tradition, and Summer Games with scenarios involving beach, pets, and travel themes. Campaigns were promoted across email, social media, radio, banner ads, and on-site promotions. Each game combined educational insurance content with entertainment and humor, using drop/catch mechanics and quiz formats to make policy concepts relatable and memorable. Beyond gameplay, engaged visitors tend to stay longer on the site, explore other insurance offerings, and in some cases convert — requesting a quote or consultation, or updating a policy.

Results

Christmas Calendar 2024: 1.3M+ sessions, 1.2M+ registrations, 93.9% conversion rate, ranked top 3 among Danish Christmas campaigns. Easter Game: 42,500+ sessions, 35,000+ registrations, 83% conversion rate. Summer Games: 110,000+ sessions, 85,000+ registrations, 76% conversion rate, 1,200 hours of engagement. An A/B test with 20,000 customers showed that those who did not receive the Christmas Calendar had significantly higher churn after both 3 and 6 months compared to engaged customers, per Mathias Lykke, Head of Digital Sales at Alka Insurance.