Aviasales X Level Group: "For Aesthetics And The Yard" - Web Game For Residential Complex Promo

Objective

Level Group, one of Moscow's leading real estate developers, aimed to create an engaging playable format to promote its residential complexes and increase brand awareness among potential buyers. The campaign sought to drive audience engagement and dwell time through interactive content that embodied the brand's emphasis on well-designed living spaces and quality courtyards—core selling points in a competitive residential market—while also aiming to generate a media and social media buzz-worthy news hook.

Solution

A web-based brick-breaker game titled 'Za estetiku i dvor' (For Aesthetics and the Yard) was developed where players used a water gun to destroy retro lawn ornaments (garden swans) representing poor taste. The game featured three levels set in real Level Group residential complexes—two base yards at the 'Zvenigorodskaya' and 'Michurinsky' complexes—culminating in a boss battle against a multi-headed swan creature ('Swan Gorynych') at the 'Yuzhnoportovy' complex, with backgrounds and obstacles styled after each complex's actual landscaping. Built for both desktop and mobile browsers, controls combined platform movement with a shot on desktop and a simplified single-tap fire on mobile. The game incorporated sound effects for shots, hits, lost lives, and swan attacks, micro-animations, and a score-based coin collection system. Levels supported quick restarts and increasing difficulty, encouraging players to beat their own score as they progressed through themed environments showcasing the developer's architectural vision.

Results

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