The NRMA, one of Australia's largest roadside assistance organisations, is using the web to further build their relationships with their members. They approached 3RD sense with the specific goal of driving subscriptions to their regular email communication services.
With a game firmly in mind, the NRMA briefed 3RD sense on reaching their 30-45 year old AB male and female members and encouraging them to sign up to receive NRMA communications. To encourage play and build excitement around the game, NRMA offered the prize of a trip for 2 to Paris.
So 3RD sense developed the Great Quiz Race Sydney to Paris. With the affluent but often time-poor demographic in mind, we made the object of the race to get from Sydney to Paris in the shortest time possible by answering a series of quiz questions which gets the player closer to the destination with each correct answer.
Players are guided through a quick registration process at the beginning of the game which gives them the chance to sign up to NRMA email communications.
The race was promoted to NRMA members via 3 different direct communication methods. A different 'Mission Code Word" was issued with each communication, giving NRMA the opportunity to carefully measure their effectiveness.
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The NRMA, one of Australia's largest roadside assistance organisations, is using the web to further build their relationships with their members. They approached 3RD sense with the specific goal of driving subscriptions to their regular email communication services.
