Consumer Behavior

GROUP ASSIGNMENT 1 - GAMIFICATION

By:
Siri Vallabhaneni
Dimple Parwani
Anirudh Vyas

Game Title: Step Up to Savings by ICICI Lombard

Goal/Purpose of Game:
Step Up to Savings aims to motivate players to live an active lifestyle and utilize a fitness
tracker to record their daily steps. They can learn more about the advantages of exercise
and receive prizes and discounts on their insurance coverage by doing this.
The game's objective is to instill brand awareness and positive consumer attitudes among
players. The game fosters a favorable relationship between physical activity and the
insurance company by encouraging a more active lifestyle and paying participants for
counting their steps. Players will create a stronger memory and awareness of the brand
through the usage of brand components and messaging within the game, such as branding
on the app interface and messaging about the advantages of physical activity.
By offering awards and discounts, the game also fosters favorable brand perception, which
motivates players to continue being involved and loyal to the insurance provider.
The game also educates players on the value of keeping an active lifestyle and the
advantages of using an insurance policy that promotes healthy behavior through trivia
questions and challenges regarding health and wellness, further developing a favorable
attitude towards ICICI Lombard.

Game Rules:
Step Up to Savings aims to motivate players to live an active lifestyle and utilize a fitness
tracker to record their daily steps. They can learn more about the advantages of exercise
and receive prizes and discounts on their insurance coverage by doing this.

Point System:
Every step a player takes counts towards their total score, and they can increase that score
by completing daily challenges and properly answering health-related trivia questions.
Discounts on their insurance policy can be obtained by exchanging points.

Game Levels:
Level 1: Get Moving – To advance to the next level, players must complete a minimum
number of daily steps.
Level 2: Health and Wellbeing – To advance to the next level, players must correctly answer
health and wellness trivia questions.
Level 3: Fitness Challenge – To advance to the following level, players must complete a
physical fitness challenge.
Level 4: Rewards and Discounts - Players can use their points to get incentives and discounts
on their insurance policy at level
Group/Individual Game:
You can play Step Up to Savings alone or with other people in a group. To compete against
other teams on the leader board, players can join teams.

Scoring/Point System:
Every action a player takes will earn them points, and they can gain bonus points by
completing challenges and properly answering trivia questions. A gamer can receive higher
insurance policy savings the more points they accumulate. Gamer will have access to
customize their daily fitness challenges as per their body transformation he/she is working
out for.

Leader Board and Rewards:

A leaderboard for Step Up to Savings will list the best players and teams. A discount on their
insurance coverage or free workout equipment will be given to the top teams and athletes
as rewards. Players who achieve specific milestones, such as 10,000 daily steps, will also
receive awards and prizes.

Prototype of the app health section: