Centraal Beheer Achmea (CBA) is famous because of its TV commercials with a witty plot. The challenge was to create rumour around the brand and top-of-mind position for CBA when it comes to car insurances. In ‘De Strijd’ (the battle) CBA wants to settle the argument, who is a better driver, men or women, by making fun of the prejudices that exist between their driving capacities. We created 2 websites (male/female) including 9 games (race/knowledge games). The target was to engage 250.000 people in the battle. Over 450.000 people registered and together they played over 1 mln games!