Insurance, investment and pensions group LV= will look to promote its home insurance product through the launch of a viral game which has been created by InboxDMG.

The benefits of the LV= insurance product are promoted by featuring during the game, which tasks players to trace a shape once it disappears from view, at every tenth level.

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.”