Scratchcard
- Brand
- Neste
- Objective
- Lead Gen & Recruiting
- Industry
- Other
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Playable
Objective
Neste wanted to grow its base of opted-in marketing contacts and turn them into active users of its fuel app, so the Finnish energy company built a low-friction sign-up incentive around the promise of free fuel.
Solution
The player lands on the campaign page and sees a simple offer: sign up for a chance at a free tank of gas. They fill in a short registration form, handing over their contact details, and are dropped straight onto a virtual scratchcard. Using a finger or the mouse, they rub away the card's silver coating to reveal whether they've won. Rather than one grand prize at the end, wins are handed out as small daily prizes, so anyone scratching on a given day has a live shot. In the second run of the campaign, the form in front of the scratchcard was trimmed down — address, zip code and city were dropped — so players reached the scratch-and-reveal moment faster.
Results
The first run brought in 8,577 new marketing permissions against a 10,000 target on a €40,000 media budget. The follow-up campaign, run on a quarter of that budget (€10,000) with a shorter sign-up form, still cleared its lower target of 6,000 permissions, collecting 6,872. Cost per marketing permission dropped 54% between the two runs, and cost per resulting app user fell 69%.
- 1
The player arrives at the campaign page from Neste's paid media, drawn in by the offer of a chance to win a free tank of fuel.
- 2
Before playing, the player fills out a registration form and grants Neste marketing permission, which serves as the ticket into the game. In the winter campaign the form also asked for address, zip code and city; the spring version dropped those fields, leaving only contact details.
- 3
The player lands on a virtual scratchcard and rubs away the covered fields with a finger on mobile or the cursor on desktop, revealing the hidden images underneath. Matching three images means an instant win, shown right there on the card.
- 4
The prize is a free tank of fuel, handed out as small daily giveaways spread across the campaign rather than one grand prize at the end, giving players a reason to come back day after day.
- 5
After playing, the registered player is funneled into Neste's owned channels, with the marketing permission used to drive downloads and ongoing use of the Neste app.
