Seeds Of Dreams
View the case- Brand
- L'Occitane
- Year
- 2019
- Objective
- Awareness
- Industry
- Fashion & Beauty
- Mechanic
- Simulation & Strategy
- Platform
- Web
- Agency
- Merci-Michel
Objective
L'Occitane builds its whole product line on the plants of Provence, and the brand wanted to make that connection tangible rather than tell it in a commercial. Starting from the seed — the most basic element behind every L'Occitane product — the campaign set out to celebrate Provençal biodiversity through a digital experience players actually tend over time, one that pulls them out of the browser and into a real L'Occitane boutique for real seeds and products.
Solution
The game opens straight in the browser, no install, on phone, tablet or desktop. The player picks a seed from one of the brand's signature plants and plants it in their own garden, then keeps it alive tamagotchi-style: watering it and giving it sun, drawing both resources from short mini-games rather than a simple tap. Growth happens in stages, so the player checks back over hours and days to water again and watch the plant mature. A fully grown plant pays off with a reward — exclusive discounts, the L'Occitane product made from that very plant, and real seeds (lavender, verbena, citrus) to redeem in a boutique — after which new seed types unlock and the garden grows further. Progress can be shared to Facebook, Twitter and LINE along the way.
Results
The game launched in 21 countries across mobile, tablet and desktop. Players spent an average of 24 minutes per session, and more than 400,000 seeds were sown in the campaign's first two months.
- 1
The player opens a browser link to a title screen for "Seeds of dreams," inviting them to plant, tend, and grow the seed sleeping inside each L'Occitane plant; sound controls and a start button launch the fully voiced, scored experience directly in-browser, with no app to install.
- 2
The player opens a drawer of seeds — some available immediately, others locked until later progress — and plants a chosen one into a personal garden, shown in closed and opened states, that becomes the player's ongoing plot for future plants.
- 3
Each plant is kept alive like a tamagotchi, needing water, sunlight, and love tracked by on-screen meters; the player earns these resources only by playing separate mini-games that catch falling sunlight and collect rainwater from the sky.
- 4
Spending enough water and sun advances a plant to its next growth stage, but stages are gated by real-world waits that pull the player back later, while speech-bubble hints beside the plant signal what it currently lacks.
- 5
A fully grown plant yields an exclusive discount and products made from that plant, and select rewards extend past the browser — real lavender or verbena seeds redeemable at an L'Occitane boutique for planting in real life.
- 6
Completing a plant unlocks additional seed types in the drawer, so the player builds out a growing collection representing the plants of Provence.
- 7
The player can share their garden through Facebook, Twitter, or LINE, or by copying a direct link.
