Tryg and gamification

Objective

Tryg, Denmark's largest insurance company, needed to generate qualified leads for its outbound sales team following GDPR restrictions in 2018 that made traditional lead generation methods less effective. The campaign aimed to raise awareness and drive engagement for their dental insurance offering through educational entertainment.

Solution

An interactive five-question dental health quiz that educated participants about dental care topics—such as wine staining and carbonated beverage effects on teeth. The quiz was built on the Playable platform and offered an electric toothbrush as a prize incentive. Participants who completed the quiz were asked to fill out a registration form to enter the draw, allowing Tryg to capture permission-based lead contact information.

Results

The campaign generated 595 leads with an average engagement time of 51 seconds and a 29% form submission conversion rate. The registration form was reduced from an initial eight questions to five based on observed drop-off patterns in early testing.