De Optimist
- Brand
- Delta Lloyd
- Year
- 2014
- Objective
- Engagement
- Industry
- Finance
- Mechanic
- Simulation & Strategy
- Platform
- App
- Agency
- Superhero Cheesecake
- With
- TBWA\NEBOKO
- With
- Big Orange
Objective
Delta Lloyd sponsors Dutch sailing and built the "Optimist on Tour" summer program to get children onto the water, extending the brand's "De Optimist" TV concept — sailing as a metaphor for steering your own financial life — into something families could touch after the event ended.
Solution
The player takes the wheel of the same little Optimist dinghy from the TV spot, racing it down an endless stretch of water. Blowing into the phone's microphone (or tapping the screen on devices without one) pushes the boat forward, while tilting the phone or tablet steers it around other boats, whales, whirlpools, and storms in its path. Each level offers a gold medal to chase, and collecting every medal unlocks a cup; runs end when the boat finally hits an obstacle, and players can post their score to a leaderboard or share it on social media.
- 1
The player first encounters the game at stops on the Delta Lloyd "Optimist on Tour" summer roadshow, where it debuts exclusively before later becoming a free download on the App Store and Google Play for phone or tablet.
- 2
The game drops the player into the world of Delta Lloyd's TV commercial: the same boy sails an Optimist-class dinghy out of the harbor and into the open sea.
- 3
The player controls the boat with two device inputs: blowing into the phone's microphone (or tapping the screen on devices without that feature) accelerates the boat, while tilting the phone or tablet left and right steers its course.
- 4
Along the route the player steers through a storm and around hazards drawn from the commercial, including whales spouting water, whirlpools, and other boats on the water.
- 5
While sailing, the player also picks up collectible objects carried over from the TV ad, such as sea creatures and other elements of the original spot.
- 6
The game is split into multiple levels, each with the goal of earning a gold medal.
- 7
Earning gold on every level unlocks a final trophy, described in press coverage as the "Platina Cup."
- 8
The player can share their score on social media, where it counts toward a public leaderboard the player competes on alongside other participants, including the tour's ambassador and top sailors.
