Альфа-Банк: "Альфа-Друг" - мини‑игра в поддержку pet‑friendly инициатив

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, solving daily riddles to unlock illustrated 'windows' featuring real stories of animals visiting the bank's offices. The game featured a progressive illustration mechanic where a final artwork transitioned from outline to full color as users participated. Players earned entries into cash prize drawings and discovered integration points with the bank's Telegram pet-assistance bot and 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.