Box All Inclusive
- Brand
- Société Générale
- Year
- 2015
- Objective
- Engagement
- Industry
- Finance
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- Sweetpunk
Objective
Société Générale wanted to talk to students and apprentices on their own terms during the back-to-school season and put its youth banking lineup in front of them: an interest-free student loan, the JAZZ option for spending abroad, and the SO MUSIC card. The bank reframed a product pitch as help with a real problem — balancing a year's budget for tuition, housing, transport, food and fun — for a demographic it calls strategically important, worth 2 million customers and roughly half of all new account openings.
Solution
Players sign in with an email address, Facebook or Twitter and land in an animated 3D scene where they build their own box of back-to-school prizes. They shop by category — transport, housing, food, tuition, leisure — dropping items like a scooter, a laptop, paid tuition or a plane ticket into 15 slots inside the box, watching it fill up with 3D models of everything they've picked, without going over a set spending cap. Finishing a box enters it into the next prize draw, held every three days, and players can keep adjusting their box between draws. Along the way, mystery codes hidden around the web unlock a sixth, bonus category of new-tech prizes, and players can also cast a vote that adds points for their student association in a separate nationwide challenge.
Results
The 2015 wave carried a prize pool of €70,000 shared by 10 winners, drawn every three days. The 2016 wave saw more than 500 student associations pre-register for the companion nationwide challenge.
- 1
The player lands on a branded promo site inviting them to win an "Année All Inclusive" — a box of gifts covering a year of study — and registers to play via email or a Facebook/Twitter account.
- 2
Play unfolds inside a 3D WebGL scene: a box divided into 15 cells that the player fills with gifts, browsing items across five categories — transport, housing, food, study, and leisure.
- 3
The player picks specific items suited to their own life — a scooter, driving lessons, furniture, meal cards, tuition, a laptop, a plane ticket, a gym pass, and more — and each choice drops into the box as its own 3D model, building up a personalized package while a running total keeps the box under a fixed budget cap (€7,000 in the first wave, €16,000 in the second).
- 4
Entering a hidden mystery code, found elsewhere online, unlocks a sixth, otherwise-closed category of "new technology" gifts worth up to €1,000, usable once per draw and not stackable with other codes.
- 5
The player can also cast a vote for their student association, contributing points toward that association's tally, capped at 5 points per participant per draw.
- 6
To enter, the player submits a form with personal details and accepts the rules.
- 7
The assembled box persists across draws — the player can return, adjust its contents, and re-enter, though only one box counts per draw, held every three days throughout September.
- 8
Each draw shortlists five pre-selected entrants, and the winner is whoever is first to answer a live call-in on the radio, with ten boxes awarded across the month.
- 9
Alongside the main game, players can follow a host character across social media, YouTube, and radio for a chance at an additional €1,000 in tech prizes.
