Havas: Attention grabbing digital campaign with Gamification

Brief

For Swiss Post, C Wire executed an interactive, gamified campaign that encouraged users to explore the “Meine Sendungen” service. The campaign successfully boosted engagement and brand recall, offered incentives like e-bikes, and leveraged cookie-less targeting alongside high-visibility placements.

Objectives

Awareness

What we ran

The centerpiece of the campaign was a playable ad in the form of a virtual pinball machine, which playfully introduced the features of ‘Meine Sendungen’. The campaign was divided into two phases: 1. Awareness: Large-format ads with 100% cookieless targeting on Swiss premium websites to maximize visibility. 2. Activation: Interactive pinball ads invited users to playfully explore the different delivery options. As an additional incentive, participants could win one of three e-bikes. As usual, the campaign was delivered in brand-suitable environments of leading Swiss media brands, seamlessly integrated into editorial content. The Swiss Post wanted to increase awareness of its ‘Meine Sendungen’ service and motivate users to actively use it. Together with C Wire and Havas Switzerland, an attention-grabbing digital campaign was to be developed that goes beyond traditional display advertising and creates real interaction.

Outcome

The campaign proves that gamification can significantly enhance the effectiveness of digital advertising. Through interactive playable ads, cookieless targeting, and high-quality media environments, C Wire and Havas Switzerland succeeded in turning attention into active user interaction, and in sustainably strengthening brand recall.

Share of Screen

90%

Game Starts

62%

Heavy Gamers

4.9%

Brand Uplift

+4.1%