Tele2 - Save the New Year

Objective

Tele2, a major Russian telecom operator, aimed to drive customer engagement and loyalty during the festive New Year season. The campaign sought to attract new users to Tele2's loyalty program while increasing program activation rates among existing subscribers. The playable game served as a holiday engagement mechanic to connect customers with the brand during high-engagement winter holidays.

Solution

A Galaxians-style arcade shooter game where players help Santa defend his elf city by battling snowmen who have stolen holiday gifts. The game features 9 levels with increasing difficulty, a 3-lives system per game session, in-game currency earned through level completion to purchase boosters, and a rating system with leaderboard competition. The top players compete for prizes from partner brands. The experience was developed by Digital Lab and deployed on web platforms accessible via the Tele2 digital ecosystem.

Results

The campaign attracted 100,000 new loyalty program users and achieved a 5% increase in loyalty program activation. The game was recognizable enough to compete at CSS Design Awards where it received a Special Kudos award in 2022.