Т-Банк: "Скилларис" - игровой путеводитель в мир профессий

Objective

Tinkoff aimed to introduce young users to diverse career paths while strengthening brand loyalty among users under 18. The campaign positioned Tinkoff as more than a financial service by addressing a critical decision point in teenagers' lives—choosing a career direction. The game served both as an educational tool and a brand engagement mechanism targeting Gen Z clients.

Solution

Skillaris combined fantasy quest gameplay with career exploration mechanics. Players navigate a text-based quest world where they face challenges solvable through different approaches—showing strength, creativity, cunning, or diplomacy. These choices unlock one of six character classes (cleric, mage, alchemist, bard, knight, strategist), each corresponding to career archetypes. The game mapped both traditional professions (doctor, teacher, lawyer) and modern IT roles (information security specialist, AI researcher, IT technologist) to each class. Players completed the quest across Tinkoff's mobile app and the dedicated website skillaris.tinkoff.ru, receiving personalized checklists highlighting their core strengths. The project featured Tinkoff's mascot—Unicorn Ti—designed in collaboration with blogger Dmitry Syenduk, and was developed by Picture creative agency with game scenario writer Daria Voronova.

Results

Tinkoff offered prizes to clients under 18 who completed the quest, though specific metrics on reach, participation volume, or engagement duration were not publicly disclosed.