Box All Inclusive

Objective

Société Générale, a major French bank, launched a back-to-school campaign in September 2015 targeting student customers. The campaign aimed to enhance brand engagement among Gen Z by helping young people manage their academic year budget, offering the opportunity to win a personalized collection of essential items (tuition, accommodation, transportation, leisure) valued up to €7,000.

Solution

An interactive web-based game called 'All Inclusive Year' where students customized a virtual box by selecting gifts from multiple categories (scooter, laptop, airplane ticket, tuition payment, etc.) tailored to their needs, each contributing to a maximum €7,000 value. The experience featured WebGL 3D animations and interactive gameplay. Players could also vote for a charitable association (up to 5 points per participant). The campaign ran September 1–30, 2015, with 10 grand prize boxes distributed (one drawing every 3 days). Cross-media promotion drove traffic to the game website at boxallinclusive.societegenerale.com. The campaign returned for a second season in September 2016.

Results

The campaign earned Awwwards Honorable Mention recognition in both 2015 and 2016.