Online insurance firm begins viral campaign

ComputerQuoteInsurance.com commissioned viral firm TAMBA Internet to create a game for the brand to emphasise the insurance benefits of being a safe driver and highlights the key factors that cause car insurance premiums to rise.

The game, Ace Driver, challenges players to drive through and around a number of perils including road works and oil spills, as well as ensuring they are doing an appropriate speed when passing through speed cameras.

As well as producing the game, TAMBA have also been responsible for the primary seeding online. Since launching on Friday, the game has already gained 3rd place in the Viral Chart, with over 188,000 plays.

The game has also been linked with a Wave 105 radio advertising campaign in the Hampshire area, where listeners to the drive time show are given a pin number on air to unlock a special car.

Driving this car in the game automatically qualifies them for entry into a daily prize draw which offers a range of exhilarating car driving experiences.

Kay Hammond, MD of TAMBA Internet, said: “This game is all about driving strategically to minimise your exposure to hazards which gets people thinking about how they drive and how that can potentially affect their premiums. By using radio as a secondary medium for the viral seeding, this will increase audience share from those who wouldn't naturally go to game sites online.”

TAMBA has been omputerQuoteInsurance.com's viral agency since winning the company's digital account in January this year.

Prior to Ace Driver, TAMBA launched a game for Comic Relief's Red Nose Day Digital Challenge, Red Lead, which went on to win first place in the challenge and picked up a special NMA Effectiveness award.