Ozon: "Морковск" - in‑app с ежедневными заданиями

Objective

Ozon, Russia's leading e-commerce marketplace, launched Morkovsk to drive daily app engagement and increase purchase frequency among its customer base. The campaign addressed the challenge of maintaining consistent user retention and transaction volume by introducing a gamified experience embedded directly within the mobile app, combining collection mechanics with financial incentives through a multi-tiered prize structure.

Solution

Morkovsk is a virtual city game accessible exclusively through the Ozon mobile app, featuring Zakhar (a rabbit character) as the guide. Users accumulate 'carrots' (in-game currency) through daily logins, completing tasks, writing product reviews, and making marketplace purchases. The earned carrots are spent on lottery tickets for grand prize drawings and daily mini-game spins in the 'Lukoshko' wheel. The platform includes 'Slovechkino,' a crossword puzzle mini-game with progressive rewards. The campaign was operated by iActions (a division of Original Group) and launched on June 23, 2025, with a second phase running through June 30, 2026.

Results

The campaign reached millions of daily active users on the Ozon platform. While specific quantitative metrics regarding total reach, sales uplift, and average order value changes were not publicly disclosed, reports indicate sustained daily engagement and participation across the app. The collective mechanics encouraged continued platform interaction, though exact conversion impact and revenue attribution remain undisclosed.