More Th>N Sm>Rt Wheels – the game. As well as a game that rejects the letter, A, it’s an online game for young drivers with an unusual aim.
The VCCP-created driving game wants you to drive slowly and carefully. The slower and more careful the better. There are rewards for safe driving – including a chance to win £1,000.
If its campaign didn’t give you a clue, More Th>N Sm>Rt Wheels is an insurance company for young people. Coverage comes with a black box, which is fitted in the car, out of sight. It records and scores information such as speed, how smoothly the driver brakes, the time of day they drive, how often they use the car and how long they drive without taking a break. The driver’s score unlocks rewards and discounts depending on how they drive and is also used to calculate the renewal discount when the policy comes to an end. Drivers (and their mums and dads) can keep track of the score using an app and online dashboard.
Andy Booth, creative director at VCCP explained, “More Th>N Sm>Rt Wheels is a fantastic product which actively encourages and rewards safe driving behaviours. What better way to reflect this that than a brilliantly addictive 16-bit driving game, that appeals not only to the young drivers that need affordable insurance, but also their worried parents who’ll often end up paying for it.”
VCCP’s campaign is being promoted through short animation videos on social media channels.
Danielle Stooke, senior brand manager at More Th>N, commented, “My aim at More Th>N is to find new, interesting and innovative ways to reach and engage with our audience. This addictive game is a fantastic way for us to demonstrate how Sm>Rt Wheels is motor insurance with a difference; where good driving is rewarded with money back and savings, and importantly helps to keep young drivers safe. It’s also great fun to play too!“
The game is part of More Th>n Sm>Rt Wheels” brand launch, which features the fictional founder, Mordenn Surenns.
