Leaving White Noise

Objective

Qiwi, a Russian digital payment platform, launched a holiday-themed campaign to promote virtual card adoption during the winter season. The game served as an engaging brand experience positioned as a practical solution for earning money in remote areas, targeting users who might not be familiar with digital financial services.

Solution

"Leaving White Noise" is a pixel-art narrative adventure game where Santa Claus finds himself stranded at a remote Russian bus stop after working corporate holiday parties. Players complete three mini-games assigned by a freelancer character within the story, with earnings credited directly to a Qiwi virtual card. The web-based game featured a cast of rural characters (scrap collector, bartender, entrepreneur bear), integrated email and Instagram promotion, and offered prizes including PlayStation Plus subscriptions and merchandise (power banks, thermoses, JBL speakers, plush toys) for game completion.

Results

503,000 users engaged with the game, generating 115,000 qualified leads. The campaign achieved 3.5 rubles average cost per Instagram click. Virtual card issuance exceeded KPI targets by 2.5x. Media coverage included publications in rb.ru, Esquire, and Afisha.