Far Til 14
- Brand
- Bilka
- Year
- 2016
- Objective
- Engagement
- Industry
- Retail
- Mechanic
- Puzzle
- Platform
- App
- Agency
- Duckert & Partners
Objective
Bilka was losing loyal shoppers to online retail and wanted its "Far til 14" ad universe to do more than run for 30 seconds on TV. The game gave the campaign a permanent channel of its own and, by tying rewards to in-store pickup, pulled players back into physical Bilka stores as part of a broader push to meet shoppers across TV, web, social, and in-store alike.
Solution
Players open the app to find themselves in Per and Malene's house, helping Per get through his Bilka shopping list one room at a time. Each level is a match-3 board stocked with Bilka products, set in a different room of the house — hallway, garden, living room, kitchen, bathroom, closet — and each has its own obstacle to clear, from stubborn rolls of toilet paper to a slippery floor or footballs that keep rolling away. Clearing boards earns points as the player keeps playing; extra moves, boosters, and lives can be bought when a board gets tough. Points build up toward the in-app Vouchershop, where players cash them in for a voucher on a real product — candy, kitchenware, perfume, meat counter cuts — and redeem it by showing their phone at the register in their local Bilka store.
Results
Within 17 months of its October 2016 launch, the game had around 300,000 downloads and had generated roughly 2 million hours of brand engagement on limited media spend. Average playtime ran 6.7 hours per player, and 65% of registered users went on to redeem an in-game voucher in stores. In-game purchases of extra lives and boosters covered the full cost of production, including five subsequent updates. The app repeatedly topped the App Store and Google Play charts in Denmark.
- 1
The player downloads Far til 14 free from the App Store or Google Play, entering the advertising universe of Danish retailer Bilka. The game opens at the home of Per and Malene, the campaign's recurring characters, where Per faces the chaos of fourteen children and is sent out to shop at Bilka.
- 2
A map of the house lays out six locations — hallway, garden, living room, kitchen, bathroom and wardrobe — each holding its own set of levels for the player to work through.
- 3
Inside a level, the player matches rows of identical Bilka products on a grid to clear them, while household obstacles such as stubborn toilet-paper rolls, a slippery floor, and spreading footballs block tiles and must be cleared to complete the level's objective.
- 4
The player progresses through 60 regular levels plus 15 separate, harder challenge levels.
- 5
When moves or lives run out, the player is offered paid extra moves, boosters, and lives as in-app purchases, though the base game remains free.
- 6
Points accrue for time spent playing rather than for winning levels — the reward is tied to hours logged in the app, not to performance.
- 7
The player spends accumulated points in the in-game Vouchershop, redeeming them for vouchers on real Bilka products such as candy, kitchenware, perfume, or meat. Vouchers are collected in person at the player's nearest Bilka store by showing the voucher on a phone.
- 8
The player returns to the game for new content, with five updates adding levels and features since the October 2016 launch.
