Brief
R+V Versicherung, an insurance provider, approached us with an unusual challenge: build authentic brand awareness within the gaming community - a space where their services typically don’t resonate. The goal was to spark meaningful engagement and generate registrations on their website in a way that felt native to gamers.
Challenge
How do you connect an insurance brand to a gaming audience without feeling forced or irrelevant? We needed a campaign that felt deeply rooted in gameplay, aligned with gaming values, and offered a charitable twist to increase participation and emotional connection.
What we did & Results
We created the “Support Marathon,” a dedicated League of Legends event that rewarded players for healing others in-game. The more healing participants did while playing support roles, the more money R+V donated to charity - turning gameplay into purpose.
Services Provided:
Campaign Concept & Gamification
- Developed a custom League of Legends activation that turned healing points into donations
- Gamified the experience through tiered milestones with increasing donation amounts
- Tied the campaign finale to the offline finals of a the Prime League Offline Finals, sponsored by R+V
Influencer Activation
Engaged influencers to promote the campaign and guide the community toward participating.
Website & Tracking System
Set up a landing page for registration and integrated backend tracking to monitor in-game healing stats.
Design & Visual Identity
- Created the entire visual concept and character design for the Support Marathon
- Developed all campaign assets including key art, landing page graphics, and social visuals
Social Media Management & Content Production
- Managed R+V’s gaming social channels throughout the campaign
- Created content including announcements, milestone celebrations, countdowns, and influencer highlights
Results:
- Became a recurring annual event due to overwhelming success
- Achieved significant brand awareness in the gaming community
- Successfully linked a non-endemic brand to meaningful in-game behavior