The Bulgarian branch of the international utility company CEZ approached Melon to develop an online game that would both educate their clients about energy efficiency and promote the positive socially responsible image of the company on the local market.
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The Bulgarian branch of the international utility company CEZ approached Melon to develop an online game that would both educate their clients about energy efficiency and promote the positive, socially responsible image of the company on the local market. CEZ set the ambitious goal to provoke a sustainable change of behavior towards more reasonable use of electricity in daily life.
The game concept was developed in close cooperation between Melon and CEZ’s Marketing and PR teams. The graphic design and programming were done exclusively by Melon. As a result, we managed to produce a one-of-a-kind educational game that was exciting and easy to learn. However, it required persistency and strategic thought to beat thousands of other players in weekly, monthly and overall rankings thus contributing to real-life behavioral change.
Our client, CEZ, wanted to make sure that the game was fair. This was a big technical challenge. Our team spent a lot of time balancing the game and implementing a foolproof security mechanism to prevent a few wise guys from ruining all the fun for the rest. It worked perfectly.
In total, 6,157 users registered for the game. Of them, 1,500 were highly active and played the game almost every day for three months. For the Bulgarian market, these numbers are well above the average. The high interest in the game was achieved by the release of the successful digital marketing campaign of our client – CEZ Bulgaria. The campaign was much more cost-effective compared to more traditional forms of advertising, which once again proved the advantages of digital marketing.
The positive feedback from participants in the game and the brand coverage demonstrated that the campaign achieved its goals. As a whole, the entire project went along smoothly due to the enjoyable, combined effort of CEZ’s Marketing team and our own. Should the chance come up, we’d be thrilled to join forces once again and up the ante to build on top of an already solid effort.