Not wanting to miss out on the recent Pokemon Go craze sweeping the world, one canny insurance company have launched what they are calling ‘the world’s first Pokédex insurance’, in response to the growing popularity of the new Pokémon Go game.

The British firm, Row which advertises the cover, making references to the Japanese television show launched in 1997, reads “taking up the challenge of becoming a Pokémon Go trainer and becoming the very best like no one ever was is undoubtedly important, but don’t forget to defend your Pokédex (mobile phone) with the UK’s top rated specialist insurance provider to keep you playing the game without interruption”

With reports of the augmented reality game having 5.9m daily users, more than Twitter (4.06m), Pokémon Go has become a phenomenal overnight success.

During the game players explore the real world using their phone’s GPS and camera to catch virtual monsters. Once caught, Pokémon are added to the player’s Pokédex – a handheld gadget that resembles a mobile phone. Players, known in the game as trainers, must catch as many as possible while levelling up by making use of their Pokémon’s unique skills during battles at local ‘gyms’.

So far so good, right. Below is where it gets interesting – [excerpt from press release]

“Many players have been injured while playing the game, been mugged at secluded Pokéstops, found dead bodies while searching for the Pokémon and even been shot at!
The large use of the game will also undoubtedly lead to more phones being dropped, an increase on the 90% of people who drop their phone at least once a month, according to a survey by phone case manufacturer Tech21.

The same survey states that for 38% of people the biggest stress factor of a broken phone is paying for the repair. Luckily, Row’s new Pokédex insurance covers accidental damage, including cracked screens, plus liquid damage and mechanical faults. In the event of theft or loss, the firm boasts they aim to get a replacement phone to your door within 24 hours of the claim being accepted so you can keep catching Pokémon and winning gym badges!”

So there you have it – rather than protecting your Pokemon from being stolen or securing your account from being hacked as the headline would have you believe, they have simply rebranded their existing accidental damage/theft policy to attract a whole new clientele of Paranoid Poke Hunters.

Wonder what we’ll see next, perhaps a ‘PokeSim’ offering unlimited data just in time for the summer hols, or maybe ‘PokePancakes’ –  after all I was one of the parents duped into buying numerous packs of *Tubby Toast back in the the 90s when my eldest was a toddler and the Teletubbies phenomenon was in full effect.

If you’ve seen any Pokemon related PR campaigns that have made you chuckle or shake your head in despair get in touch, I’d love to hear from you 🙂

*  For clarity – Tubby Toast is a round piece of toast with a smiley face on it. Tubby Toast is made from Tubby Bread, and It is one of the Teletubbies’ favorite foods. The Teletubbies make Tubby Toast from the Tubby Toaster. Tubby Toast has also had some fun incidents, the Tubby Toast once made too much Tubby Toast in the Tubby Toast Accident, there was once a Tubby Toast Tower and the Tubby Toaster once made a very big piece of Tubby Toast. The Tubby Toaster made a Tubby Toast Pattern on the Tubby Table. Once, Tinky-Winky made lots of Tubby Toast and put it in his bag. But all the Tubby Toast burst out all over Teletubbyland. The Teletubbies love Tubby Toast……