Why Bell Insured the Fingers of Esports Athletes for $1,000,000
The question of whether esports players ought to be treated the same as traditional sports athletes has always proved a point of contention. After all, while the overall physical demands of playing a game might not require the same rigour, there’s a lot to be said for having superb reaction time, pinpoint precision with a mouse/controller, and the fine motor skills to be able to compete at the highest levels.
With that in mind, telecommunications company Bell decided to make its stance known, as it worked alongside creative agency Zulu Alpha Kilo (ZAK) to insure the fingers of professional ‘Call of Duty’ team Toronto Ultra… for $1,000,000 per set of hands. As the country’s best gaming internet provider (according to a 2023 report from PCMag.com), as well as a founding partner of the team, ‘Million Dollar Fingers’ proved the perfect opportunity to not only show the brand’s commitment to the perception that esports players are regular athletes, but served as a great way to spread hype ahead of the ‘Call of Duty Major V Tournament’, which will itself be hosted in Toronto.
LBB’s Josh Neufeldt sat down with the teams from ZAK and Bell, to learn how the ‘Million Dollar Fingers’ idea came to pass, and what the process of insuring fingers looks like.
LBB> What was the brief, and how did the idea of insuring esports players’ fingers come to mind?
Bell> Bell and Zulu Alpha Kilo have a long history of working together - one that goes back to 2008. Having worked on promotional campaigns for Toronto Ultra in the past, the agency needed a new idea to support the team during the month of the ‘Call of Duty Major V Tournament’. So, we all aligned on the idea to provide additional support and visibility to the Toronto Ultra players when they need it the most.
ZAK> Bell is a partner of the pro ‘Call of Duty’ team Toronto Ultra, and wanted to promote them in the days leading up to the tournament - a big event in esports. While we were brainstorming, we saw pro soccer players getting their legs insured in the news and wondered if we could do the same for Toronto Ultra, except with fingers. It was really as simple as that.
LBB> What did this process actually look like? Who did you work with to accomplish this, and how did the million-dollar price point end up getting settled on?
ZAK> Bell found an insurance agency that specialises in body part insurance, and we partnered with Lloyds (underwritten by Sutton Special Risk) to insure each player’s fingers for $1,000,000.
In terms of pricing, Bell wanted the figure to be of significant value, given that the players on Toronto Ultra are world-class competitors!
LBB> What made this approach the right way to promote Bell’s ability to provide fast internet, when compared with creative directly promoting the internet quality itself?
ZAK> With this project, the goal was to build a connection with the gaming community. This brand action demonstrates that we value and support the Toronto Ultra.
LBB> The accompanying spot is super fun! What was the shooting process like, and do you have any anecdotes from set?
ZAK> For the shoot, we went to Toronto Ultra’s headquarters, where they train and create content. It’s a gamer’s paradise over there with PCs, consoles and high-end controllers everywhere.
Beyond that, it was a really fun shoot with great energy on set. To get the most real, candid reactions, we actually had the players interview each other. We had questions written down for one player to ask (off camera), and we recorded the answers of the other player on camera. It was a unique process for us, and it seemed to really work.
LBB> The music choice is also spot on. How did you find the one you eventually went with?
ZAK> It was a long process of trial and error. We listened to hundreds of tracks and then shortlisted a handful. The high-energy track we ultimately went with just seemed to work best with the cut.
LBB> What challenges have you faced during this project? How did you overcome them?
ZAK> Like most advertising projects, there were many challenges. In particular, the entire project hinged on getting finger insurance, but most Canadian insurance companies simply don’t offer anything like that! We had to scour the insurance industry to find a partner capable of fulfilling this unusual request.
All in all, our team’s persistence really allowed us to push through the obstacles, in order to bring this campaign to life.
Bell> Throughout this project, our aim has been to show that esports players should be treated the same as professional athletes. In short, it was essential for people to recognise that insuring the fingers of the Toronto Ultra players was not a gimmick, but a way to reinforce our support.
Moreover, this PR-led campaign was a first for Bell in the esports space. However, the response has been tremendous. We are confident that esports players and fans will support and stand behind this initiative, and we hope to continue exploring initiatives like this to support the growing Canadian esports industry.
LBB> Beyond this, the campaign has received national attention! Who all is talking about it, and what are they saying?
ZAK> We’re thrilled that the project is being talked about all across the internet. MSN, Daily Hive, BlogTO and TSN are just a few of the outlets that have covered the story.
But most importantly, gamers seem to be reacting really positively to the campaign!
LBB> How does this campaign fit into Bell’s brand strategy for 2023 and beyond?
Bell> We are a key strategic investor in the Toronto Ultra parent company, OverActive Media, a founding partner of the team (since 2019), and have plans to continue supporting the team in the years to come. With ‘Million Dollar Fingers’, we are showing the value of esports while also highlighting the industry’s potential for growth and investment.
LBB> Do you expect to see insured esports athletes become a recurring trend following this decision?
ZAK> Whether it’s insurance or some other type of support, it would be great to see increased care given to esports teams across North America!
Bell> As a leader in Canadian esports, we hope to set an example in the industry and wish to see this support become a recurring trend.
LBB> Is there anything you’d like to say ahead of the Major V Tournament?
ZAK> It’s running from May 25th - 28th, so don’t miss it. And of course, break a leg Toronto Ultra… But not a finger!
Bell> We are extremely excited for the Toronto Ultra team to participate in the tournament! We hope that our players, ‘Insight’, ‘Scrap’, ‘Hicksy’ and ‘CleanX’, feel encouraged by all the support they’ve been receiving. Best of luck!
