Montana

Objective

Montana, a Danish furniture design company, launched a 40th-anniversary gamification campaign to build brand recognition across seven new European markets (France, Germany, Norway, Sweden, Switzerland, and English-speaking regions) while strengthening its presence in Denmark. The primary objectives were to position the brand as playful, pragmatic, and sustainable; drive traffic to the new Home catalogue; and acquire email subscribers from new audiences.

Solution

Montana created an interactive quiz game with three questions where players found answers within the new Home catalogue. The campaign, themed around the DREAM nightstand as the prize, ran for two weeks in summer 2019 and included localized versions for seven markets and languages. The game was distributed through Montana's newsletter and Instagram, requiring email permission before gameplay. Each market received customized messaging to maximize relevance and engagement.

Results

62.3% conversion rate in Denmark (primary market); 57% of new email permissions came from previously unregistered subscribers; 55.3% catalogue open rate; 50 seconds average engagement time across all markets; 10% unsubscribe rate among new subscribers, indicating strong audience retention.