"Alfa-Friend" - Mini-game In Support Of Pet-friendly Initiatives

Objective

Alfa-Bank partnered with an animal welfare organization and Telegram pet-support bot to launch a branded mini-game that combined engagement with social impact. The campaign promoted pet-friendly workplace values while driving app traffic during a 21-day promotional period, positioning the bank as a pet-friendly employer and financial institution.

Solution

Users engaged in a 21-day interactive mini-game within the Alfa-Bank mobile app, navigating an illustrated map of a bank branch and solving daily riddles to unlock 'windows' featuring real stories of animals — including chinchillas, lizards, and monkeys — that had visited the bank's offices; the stories were drawn from real client cases and a dedicated pet photoshoot. The game featured a progressive illustration mechanic where a final artwork transitioned from outline to full color as users participated. Push notifications reminded users of new daily windows and prize-draw results to drive retention. Players earned entries into cash prize drawings, with winners announced at the end of the 21-day period, and discovered integration points with the bank's 'Alfa-Friend' Telegram bot — which gives pet-care instructions, connects users to a specialist, and shows shelter animals currently available for adoption — plus a dedicated hotline. The game was implemented as a native iOS/Android feature within the banking application, launched in April 2023.

Results

Specific quantitative results (user reach, participation numbers, prize draw statistics) were not publicly disclosed. The campaign received Gold in 'Best Mobile Game' category at Tagline Awards 2023.