AXA Experience Zone - Road to Anfield
As part of AXA’s ongoing partnership with Liverpool FC, AXA Financial Indonesia aimed to bring the excitement of football and the importance of fitness to fans and sports enthusiasts. This initiative led to the creation of the “AXA Experience Zone: Road to Anfield,” an interactive game designed to engage fans while promoting a healthy lifestyle.
Objective
The goal of this collaboration was to offer fans a taste of the Anfield experience in Indonesia by merging fitness with football. AXA wanted to inspire fans to stay active and healthy, all while celebrating their passion for Liverpool FC.
Solution
Level Up powered by Agate worked with AXA to develop “Road to Anfield,” a game that transforms static cycling into a thrilling adventure. Players cycle through virtual terrains, evading obstacles and deadly monsters that make the ride increasingly challenging. The game also tracks heartbeat data using customized controllers, adding a layer of physical engagement and realism.
Immersive Cycling Adventure
The game features advanced graphics and an engaging storyline that transports players into the world of Liverpool FC. The cycling challenge is designed to simulate the intensity and excitement of a real football match, with obstacles that reflect the challenges faced by players on the pitch.
Heart Rate-Driven Gameplay
By integrating heart rate data, the game adjusts its difficulty based on the player’s physical exertion, making the experience both challenging and personalized. This feature encourages participants to push their limits, enhancing the overall fitness aspect of the game.
Result
The “Road to Anfield” became a popular attraction within the AXA Experience Zone, drawing in football fans and fitness enthusiasts alike. The game successfully promoted the importance of physical fitness while strengthening the emotional connection between fans and Liverpool FC.
Increased Engagement
The unique combination of fitness and football resonated with the target audience, leading to increased participation and engagement. Fans appreciated the opportunity to experience a part of Anfield in a fun and interactive way.
Enhanced Brand Affiliation
The collaboration further solidified AXA’s commitment to promoting health and well-being, aligning with the brand’s broader mission of protecting and supporting its customers. The initiative also reinforced AXA’s strong association with Liverpool FC, enhancing brand loyalty among fans.
Result
Gallery
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