Red Horse

Objective

Alfa-Bank sought to increase app engagement and direct user attention to its categorical cashback opportunities and partner offers. The campaign aimed to drive discovery of the bank's rewards program by making the experience interactive and entertaining through an art-themed puzzle game integrated into the mobile app.

Solution

A web-based puzzle game titled 'Red Horse' (Конь красный) where players identified missing artwork fragments from famous paintings. Users selected the correct missing piece from multiple options—including decoy fragments from other paintings and AI-generated alternatives—to solve puzzles. Correct answers unlocked enhanced cashback rates in art-related shopping categories or exclusive partner deals. The game mechanics emphasized art appreciation combined with competitive elements against AI-generated alternatives.

Results

Results were reported to be comparable to other Alfa-Bank campaigns, but specific quantitative metrics including engagement figures, number of participants, time spent in-game, or sales lift were not publicly disclosed, as per project confidentiality agreements.