Game of Dares

The brief

That gave Zurich Kotak a much more interesting way into the occasion than another festive message.

The insight

New Year parties have their own little routine. Food gets ordered, people get together, and sooner or later someone reaches for a game.

And this year, there was yet another behaviour that was a new addition to fulfil this routine. Zepto - a brand that was already becoming part of how people prepared for the celebration, delivering everything from the last-minute essentials to the things nobody remembered to buy until the party had already started.

If the occasion was already happening on Zepto, and the behaviour was already happening around a game, we had two very useful pieces of the puzzle.

What we did

We brought them together with Game of Dares, a card game that folded insurance into the kind of playful challenges people were already looking for on New Year's Eve.

The game was then distributed through Zepto, reaching people at the very moment they were ordering for their celebrations.

So instead of asking people to engage with an insurance campaign, we gave them something they could actually bring to the party.