The campaign launched on Monday 1st August with unbranded teasers followed by a launch on Sunday 7th August supported by a combination of TV and online executions including TV commercials, a new website, online ads and a social media campaign.

TEQUILA\ managing director, Geoff Devereux, says that the re-brand and multi-faceted digital campaign reinforces Sovereign’s belief that life is all about smart choices – choices that enable you to choose the life you want.

A major part of the campaign is the innovative ‘Life’s Choice’ online game, where people can explore their lifestyle and see how the choices they make affect things like happiness and health.

Designed and created by TEQUILA\ ‘Life’s Choice’ features a number of game mechanics, such as achievement badges, multiple score and personalised visualisations to encourage interaction and reward longer, deeper repeat play and sharing in social media.

The game is a self-contained online experience but importantly, is fully integrated into social networking sites via the use of Facebook Connect, with sharing functionality built into the application.

Participants can share the results of the Life’s Choices experience with friends and family, as well as the game itself on Twitter, Facebook and Google+.

Sovereign’s General Manager, Marketing and Product, David Drillien, says that the bold, fresh approach breathes new life into the insurance industry.

“We’re starting a revolution in life insurance. This campaign is about reminding, helping – and sometimes challenging – New Zealanders to respect, sustain and enjoy the lives they have,” says David Drillien.

To view the Sovereign Choose Life online game visit www.sovereign.co.nz/chooselife