John Hancock - Vitality Program eLearning Video Game 2.0 Idea Generation Challenge

Welcome to the John Hancock - Insurance Game Idea Generation challenge. This is the first in a series of challenges to build a small game which helps educate the user in the key parts of the John Hancock Vitality program - a series of life insurance products which reward the subscriber for living a healthy lifestyle.

Important Rule Challenge for this Ideation Challenge

You are allowed to submit your ideas at any time during this challenge. You are allowed to submit to the final phase even if you did not submit to the checkpoint phase. All ideation submissions will be accepted (that pass screening). Note: while we are allowing this challenge to be "open" throughout we do recommend you submit to the checkpoint so we can review and provide valuable feedback. Good luck!

Round 1

See Challenge Description.

Round 2

See Challenge Description.

Come up with an idea for a lightweight video game which educates the user on the key aspects of the John Hancock Vitality program. To learn the key parts of the program check the forums for attachments which include slides which explain the offering.

 

Didn’t you already do this?

Yes, we did run an ideation and a series of design/development challenges to build out a video game about this program. We learned a lot through this process and after multiple iterations have decided to take a fresh look at the game mechanics and refocus on the Vitality messaging and branding, which were lost a little bit during the art creation. A demo video of the first version of the game can be seen here. We have this code working, so we can re-use it if you find a way to incorporate it into your idea, but using the original concept is not required.

 

Requirements:

Here are some requirements directly from the team which is sponsoring this project:

• The game shall promote and educate John Hancock Producers/Agents on the Vitality program and experience.

• Focus/training areas shall be:

  • How does the member order their Fitbit? How do they register it?

  • How does the member earn Vitality points?

  • What rewards can members earn and how?

  • What are the Vitality Status Levels and how do you reach them?

  • What are the Vitality Squares and what is the Vitality Wheel?

    • Vitality Squares: A fun game that gives members the opportunity to earn gift cards and Vitality points as prizes. The higher the status, the more chances to win.

    • Vitality Wheel: Earn a new status and spin the wheel for a chance to receive 10 standard or advanced workouts.

  • The user must learn that there are a number of ways to reach a new Vitality Status Level. (Example: You can reach Gold status without exercise)

  • The game shall mirror the Vitality member experience - you should learn about the life of a member, from registering Fitbit through accomplishing the highest Vitality Status Level and earning the top tier rewards.

  • Implement some sort of achievement/trophy system in the game. Promote alternate ways to earn Vitality Status Levels. (Example: Reach Gold status without exercising)

  • Loading screens should include facts about why the Vitality program exists.

  • Game style should emphasize the Vitality brand. (Focus on human beings performing real activities which pertain to the program)

 

To help get you started, here are the key aspects of the Vitality program:

• Earn Vitality Points in the program to achieve higher status level.

• Higher status level = special rewards and reduced premiums

• Healthy Diet helps earn points

• Exercise helps earn points

• Subscribers receive free Fitbit

• Avoiding tobacco and alcohol earns points

 

Game Example:

Below is an example idea from the team which is sponsoring this project. Use it to help guide your thinking about the brand and member experience, you are not required to use any mechanics mentioned in the example below.

A life simulation game where you are controlling an avatar making every day decisions (like
going to the grocery store, the doctors, the gym, etc.) The first thing that happens in the game is
the user would complete a quick questionnaire representing their “Vitality Health Review”. Once
that is complete they would be prompted to order their Fitbit and sync it. This would only happen
the first time the user opens the game. For each place the avatar visits there would be a mini
game the user plays which would be specific to that occasion. For example, if the player went to
the grocery store they would play a game where they are trying to collect healthy food and avoid
collecting unhealthy food as they are falling down the screen. The points earned for each mini
game are added to your total score which represents your Vitality Status Level. When you get
new rewards from reaching new levels, they are exemplified in the game.

 

Deliverables:

• High level overview/statement of the idea: one or two sentences describing your idea

• Description of the idea: one or two paragraphs describing your idea

• Details: detailed description of the gameplay mechanics and how they teach the key concepts noted in the challenge spec. Given this is a game it would be really helpful to include rough sketches or wireframes to help communicate your game vision.

• Artistic vision: State your vision for the art assets and and styling of the game. Focus on the Vitality brand.

Target Audience:

John Hancock Producers/Agents (those who sell Life Insurance to customers)

 

Judging Criteria:

1. Feasibility of game for mobile/browser based medium

2. The key teaching concepts listed in spec are addressed in game theme and/or mechanics

3. Users learn about each step of the Vitality member experience.

4. User experience/engagement focus

5. Presentation/pitching of the idea (imagine trying to sell the idea to a client; it should be professional and enticing)

6. Overall wow factor

7. Submission Format

We encourage you to submit multiple ideas, but only submit ideas which are substantially different from each other. All submissions should include the full deliverables listed above and not reference any other submissions.