Surf's Up! How Etiqa Insurance Made Waves in Singapore with Gyroscopic Sensors, An Interactive Ad Journey and Up to 20X Engagement Rate
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about Etiqa Insurance
Part of the Maybank Group, Etiqa Insurance Pte. Ltd. serves customers across South-East Asia with the commitment to humanizing insurance. With a focus on people over policies, their products and services are simple, personal, and relevant to the modern-day consumer.
what Etiqa Insurance wanted
To enhance brand awareness through innovative and refreshing strategies.
To redefine insurance marketing through a memorable campaign.
To engage audiences during their daily routines with immersive brand experiences.
To increase brand recognition among potential customers in Singapore.
mCanvas’ branding solution
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interests: finance & investment, health & wellness, travel, real estate, technology.
how the campaign was executed
With mCanvas’ interactive rich media, leveraging the interstitial ad format
The ad incorporated dynamic graphics, captivating audio-visuals, and gyroscopic motion + screen touch sensors for an immersive experience.
Through an interactive surfing game, the strategy intertwined insurance with life's challenges, highlighting the brand promises of stability, protection, and assurance.
execution
Users were drawn into the ad journey with a surfer-themed interstitial, enticing them to get 'ready to embrace ups & downs.' Then, they were prompted to crank up the volume for an immersive oceanic experience.
Once done, users were asked to tilt their phones left or right to navigate obstacles, transforming their screens into a high-adrenaline surfing race-course.
Throughout the 15-second gamified adventure, they had to dodge rocks and barrels to avoid crashing, for a smooth journey. Based on their skills, users got tailored outcomes, either reaching the flag at the finish line or learning from a crash.
The ad seamlessly concluded with visuals showcasing brand offerings and a compelling CTA: 'Get Insured' to explore insurance products on the landing page.
see the results for yourself
1 Mn +
approx. 8 secs
~20X
higher than benchmarks
>6 times
above industry standards
MOAT by Oracle
58.87%
on Screen %
impressions where at least 1 pixel of the ad was in-view with focus
57.40%
In-View %
unfiltered impressions where at least 50% of an ad was In-View for at least one continuous second
62.90%
Fully On-Screen %
impressions where the ad surface was 100% on-screen for any period of time
-71.20%
IVT %
unfiltered impressions that were determined to be delivered to an invalid endpoint
campaign performance data
top 5 devices as per engagement
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