Oomi Success Story With Playable

Objective

Oomi, a coalition of 11 Finnish energy suppliers, launched in 2020 in a market where household utilities and energy are rarely top-of-mind for consumers. The brand needed to differentiate itself in a commoditized sector and drive customer acquisition while building deeper engagement beyond traditional advertising.

Solution

Playable created an interactive personality test that asked users questions to reveal insights about their energy consumption profile. The game-like experience was embedded in Oomi's media campaigns to collect first-party data and create meaningful engagement. Players spent an average of 1.45 minutes with the experience, which balanced entertainment value with data collection to support marketing personalization and customer insights.

Results

93% of visitors initiated the personality test and 68% completed it, with 29% granting marketing permission. Average engagement time reached 1.45 minutes per visitor, delivering 20% higher conversion rates for offer requests and 11% higher order value among engaged customers.