Hugman

The hug is the central key visual for AXA Winterthur in classical advertising (“You love it. We insure it”). For the BOX household insurance, a new advertising campaign was to be developed that fits the brand – but which would also be well received by a younger target audience of 18-to-28-year-olds. The goals: creation of a credible and cool image and generation of as many online sales as possible.

In the online game "Hugman", players can prove their speed and skill in hugging furniture. What sets it apart: Hugman is not a conventional game, for here the hero of the game is a real person. Depending on how much energy he receives, the protagonist lands properly and hugs the respective piece of furniture – or he fails to reach it or “flies” over it. The more successful hugmoves a player accumulates, the more bonus votes he receives for a parallel contest on the website. Here the users are invited to film or photograph themselves hugging their favourite piece of furniture. The person who collects the most votes for their hugmove within a period of 48 hours has the chance to win one of the prices worth a total of CHF 100,000: The original furniture from the online game, other design classics or one of 60 iPod touch models.