Interestingly, Bajaj Allianz has come up with an online game, “Time Out”, developed by Contest2Win.com where you are taught to save early for your retirement plan. The game has its protagonist, Smart Alec collecting various coins (savings) as he progresses in the game. The player has to make sure that Smart Alec collects as many coins as possible, while overcoming all the difficulties that he encounters in the game. As the game progresses, Alec gets old. You lose if you fail to save enough while you are still young.

Sanjay Jain, Head of Marketing, Bajaj Allianz has this to say –

“The whole idea is to start saving at a young age. We thought this activity (gaming) is one thing youngsters are hooked on to on the Net. TV and traditional media would not have helped us reach out to the youth. So, that’s the reason we extended our communication through a game. We expect good responses from it”

The game will be on Contest2Win for 60 days. Rajagopal Menon, COO of Contest2Win says

“The consumer can ‘virtually’ touch or experience the brand. The game is created in such a way that the consumers won’t be able to complete it on the first attempt. On the second, they’ll just about succeed and, on the third attempt, they’ll definitely crack it. On an average, consumers will spend three-five minutes on the game.”

I would say an excellent strategy by Bajaj Allianz. IT companies make sure the youngsters today have exorbitant amount of money through their ever-rising salaries. The elders have been telling the youngsters to save ever since they didn’t even had any money to save. Personally, I have seen  only a small number of youngsters are sensitized to the notion of saving at the young age. With a job in a multinational, living in a metropolitan, single status, nothing stops them from spending a large part of the earned money on brands, babes and booze. Online game is something that the youngsters have taken up to very fast. A move to tell them about the perks about saving early using an online game is the best that the marketing team of Bajaj Allianz could think of.

Ad-based games on Contest2win generate response in the range of 30,000 – 50,000. Looking at all this, I see a lot of youngsters taking their lesson. But yes, I hope the game is engaging enough.

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