MNE
ENFine Mini Challenge
A month of daily play with the brand
Lansirati novu Fini Mini liniju na tržištu gdje proizvod još niko ne poznaje — i to ne kroz klasične oglase koje potrošač vidi i zaboravi, već kroz iskustvo kojem se vraća. Cilj: da Fini Mini mjesec dana živi u telefonima potrošača širom Crne Gore.
Umjesto jedne nagradne igre, dizajnirali smo kampanju u tri talasa — šest brendiranih igara koje su se rotirale svakih deset dana, sa novim nagradama i novim rang-listama. Svaki talas je bio novi razlog da se igrač vrati. Sve u browseru, bez instalacije, uz Meta i Google kampanje koje su dovodile publiku tačno u ritmu talasa.
Over 20,000 games played in a month. But the number that really speaks is another: the average player has returned 19 times. Of the 1,393 applicants, 75% were actively playing — the campaign was not collecting applications for a reward, but building a habit. The campaign carried over 4.5 million ad impressions in a country of 620,000 inhabitants, with a YouTube cost per click of €0.007 (regional average: €0.10+). The audience came from all over Montenegro, from Ulcinj to Rozaje — Podgorica accounted for only 41% of the participants.
“Nice Minnie wasn't buying attention. He earned it — 20,000 times."