Idea work
Production
Design
Campaign management
Gamification
Fjardarkaup turned to Sahara to create a game related to the World Cup in football. The purpose of the game was to gather more people on the mailing list that Fjardarkaup uses to draw attention to offers and recipes. Those who participated in the game had the opportunity to win a trip for two to English football worth 300,000 kr, as well as substantial additional prizes from Noa Sirius and Olgerdin. The game ran for four weeks.
It was decided to find a face for Fjardarkaup over the World Cup, which was Grandma Fjardarkaup. Grandma Fjardarkaup is friendly and "trendy" and follows the World Cup closely. She also reflects the atmosphere of Fjardarkaup and the customer group that shops at Fjardarkaup.
OUR APPROACH
The game was designed as a Drop Down game where the goal was to collect 100 points. Participants had to grab products from Olgerdin, Noa Sirius, and a football icon. To get into the pot, you had to reach 100 points and one lucky person was chosen from that group and had the opportunity to win a trip to English football worth 300,000 kr, or delicious prizes from Olgerdin and Noa Sirius while the World Cup was ongoing.
MAIN RESULTS
Following the setup, the game was run on Meta, Google, and domestic media platforms. Emphasis was placed on traffic advertisements to the general public living in the Capital Region, as well as individuals who have visited the website. The game was also sent to the current Fjardarkaup mailing list, to give current subscribers a chance to get into the pot.
AVERAGE TIME SPENT
On average, those who visited Fjarðarkaupi's landing page spent 1.36 minutes on the page, which is above the general average for a game like this, or 1.1 minutes.
CONVERSION RATE
The ratio of those who participated to those who visited the site was 64%, while the general average for games like this is 26%
TIME SPENT
In total, participants spent 219.4 hours on the landing page.
FYLGDU OKKUR
Á SAMFÉLAGSMIÐLUM