CHE Proximity launches 'HELP! The Game' via a series of films, OOH, social, digital and PR platforms
Australia is more dangerous than ever. Our seasons are becoming increasingly more volatile as the country faces higher risks of bushfires, storms and floods. So, this Christmas, NRMA Insurance via CHE Proximity is introducing something fun, in service of this more serious need – 'Help! The Game' – an engaging way to start the conversation with families and help Aussies understand the importance of insurance.
The gameplay of 'HELP! The Game' mirrors life. Players buy houses, boats, cars, pets and renovations. At every throw of the dice they can risk it all by adding to their wealth or protecting what they have with a giant dome – NRMA Insurance. The player least impacted by floods, fires, theft, snakes, storms, tornados, and sometimes, bin chickens, wins.
'HELP! The Game' is on sale at Kmart stores and available in eCommerce, with a portion of proceeds from each sale going towards supporting disaster relief and recovery for NRMA Insurance’s partner, Australian Red Cross.
Zara Curtis, director of content and customer engagement, NRMA Insurance, said: “We’re always looking at new and innovative ways to help Australians understand risk and the value of insurance. What better way to capture the attention of Australian families this Christmas than by creating something that helps bring insurance to life in a fun and engaging way. Interpreting the rules of a board game always creates debate around the table, so it’s exciting to be breaking category norms and consumer expectations with the launch of 'HELP! The Game'. We’re excited to partner with Kmart this Christmas.”
Chief creative officer at CHE Proximity, Ant White, added: “'HELP! The Game' is a fun way to talk about something no one wants to talk about – insurance. After the year that we’ve had, Christmas felt like the right time to give the country something that can help make them safer and also bring friends and family together.”
Over 30,000 games are available for purchase from 8th November 2020 on the website or in every Kmart store across NSW and QLD.