Julekalender (Christmas Calendar)
- Brand
- Din Sundhedsfaglige A-Kasse
- Year
- 2021
- Objective
- Engagement
- Industry
- Finance
- Mechanic
- Mini-Games
- Platform
- Web
- Agency
- Playable
Objective
Din Sundhedsfaglige A-kasse wanted its December tradition — a daily string of Facebook posts — to do more than mark the season: drive real engagement from members, harvest marketing permissions for later email segmentation, and prove that a game-like format could carry the right tone for an unemployment insurance fund for healthcare workers.
Solution
Members land on a 24-door advent calendar that runs December 1–24, with only that day's door unlocked. Opening it reveals the day's prize and a short question about the a-kasse and its member benefits; players submit their answer before midnight to enter that day's draw. Each correct entry is a ticket in a random daily draw, and the winner gets an email notification. Players can also subscribe to a companion newsletter that lands each morning with the day's prize and a hint toward the question, pulling them back to open that day's door — the loop that turns a passing visit into an opt-in. The same 24-door structure was later shortened into a 10-day Easter edition.
Results
The 2021 calendar drew 6,580 participants per day, up 6.5x from 1,000 in 2020 and 650 in 2019. The Christmas campaign logged 222,267 total sessions and 16,303 unique registrations at a 71.2% conversion rate, generating roughly 16,000 new marketing permissions. The follow-up 10-day Easter competition reached 19,461 sessions with 9,089 unique registrations at 55.2% conversion.
- 1
The player learns about the calendar through a news post on the insurance fund's site and can optionally sign up for a daily email that delivers the day's prize and a hint toward that day's question, with an unsubscribe link in every message.
- 2
The calendar page shows a grid of 24 numbered doors on a festive background; only the door matching today's date can be opened, and all others stay locked until their turn.
- 3
Opening the day's door reveals a sponsored prize (gift cards, product boxes, home goods, and similar items from partner brands) alongside a trivia question about the insurance fund itself — its membership, rules, or benefits.
- 4
To enter that day's drawing, the player confirms they are a member of the fund and accepts the contest terms, a step repeated with every new entry.
- 5
The answer must be submitted by 23:59 the same day, or the entry does not count toward that day's prize drawing.
- 6
A winner is drawn at random from everyone who answered correctly, contacted directly by email, and sent the prize by mail or digitally.
- 7
The cycle repeats once per day with a fresh door, prize, and question, running for 24 days from December 1 through December 24.
