Insurance, investment and pensions group LV= is launching LV= Shape Trace, a viral game designed by InboxDMG, to promote its home insurance product.

The game aims to drive traffic to the LV= website (http://www.lv.com/) and create brand awareness, as well as capturing prospect data.

The way the game works is that a household object appears on screen briefly, and the player’s challenge is to trace its outline as soon as it disappears from view.  If they score 60% or over, they go onto the next level. Play becomes increasingly harder with each level that is mastered.

LV= home insurance product benefits feature during the game at every tenth level. Players are also encouraged to enter their details into a prize draw for the chance to win a main prize of an Apple iPod touch 8GB, second prizes of High Street vouchers worth £50 for three lucky winners, while 10 runners up will win Etch-a-Sketches. In addition, players can invite a friend  to play the game and start their own LV= Shape Trace gaming league amongst friends and family.

Oli Christie, creative director at InboxDMG, said: “We’ve combined the above the line look and feel with LV= product imagery/messages for subtle, yet powerful branding. This, plus short and punchy ‘why buys’ bring the product benefits to the fore in a fun and engaging gaming experience that will challenge people’s expectations of a financial services brand. A game of skill, players will enjoy passing the game on to their mates and setting up Shape Tracer leagues with them. Next year we’ll be looking to extend the game’s longevity by promoting new products and adding new functionality.”