Background

Set up in 1861, Royal London is the UK's largest mutual life and pensions company with funds under management of £32.7 billion and a cupboard full of online service awards.

Line were initially appointed to work on some online advertising for one of the group's companies, Scottish Life, but have gone on to develop online games as campaign support for two new product launches, and also redesign the Royal London group website.

What we did

We have worked on a number of projects for Royal London, including two online Flash games for Scottish Life:

Riley's Box Clever game was developed to support the marketing campaign for the new Life of Riley product. Aimed at financial advisors, the game's concept is similar to the hit TV show "Deal or No Deal" and could be played on three levels: bold, cautious or lily livered – each reflecting the flexible attitude that their Riley bond offers to their clients risk profiles.

To support the new pension portfolio product, Scottish Life's Intelligent Solution to Retirement Planning, we designed and developed a competitive brain training game which gave financial advisors the opportunity to give their brains a workout, track their scores, and enter national and user defined league tables – all whilst promoting the key benefits of the product. The success of the campaign, other than the addictiveness, lies in the online league table which automatically generates emails to inform players when they have been knocked off the top spots.

Results

The games were initially promoted by email and received higher than industry average click-thru rates. Using tracking data, Scottish Life could ascertain the type of adviser (allocated / unallocated / network) and the difference in effectiveness of the campaign.

Statistics showed that around 20% of game players returned to try to beat their scores in the Brain Builder game, playing for an average of nearly 5 minutes each visit.