Target: Home buyers, parents, small business owners
Reviewer: David Vinjamuri
This microsite helps consumers understand the risks associated with everything from buying a new home to running a business.Â A series of interactive challenges helps educate parents how to childproof a kitchen, new home buyers how to make their house more difficult to break into and small business owners how to minimize slips and falls among many other things.
One of the best microsite executions we have seen, the Travelers in-synch challenge strikes an excellent balance between education and entertainment.Â Travelers notably avoids the rookie mistake of making each exercise so easy or intuitive that there is no real challenge for the user.Â It also does a great job of explaining the reasoning behind the correct answers.Â The Travelers in-synch challenge does an excellent job of motivating consumers to learn more about protecting themselves, their families and their businesses.
Advertising that establishes the expertise of the brand is extremely effective at building brand equity in the long run.Â Travelers knows that if it helps consumers actively manage risk, they will be better insurance customers.Â The cumulative effect of well-executed interactive campaigns like this is to build trust between the consumer and the Travelers brand, which will build consumer loyalty.
This microsite also stands out because it functions smoothly.Â The graphics are crisp, the animation loads quickly on a high-speed connection and the games run as they are intended.Â This also contributes to the perception of professionalism and competence that Travelers is trying to build for its brand.
More information on the real-life costs of slips, breakins, fires, etc. might build a stronger case for consumers to follow the recommendations that Travelers provides.
Branding Bottom Line:
Travelers builds interactive advertising that works.