CEZ Bulgaria

Client

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.

Game design

The game concept was delivered in close cooperation between Melon and CEZ’s Marketing and PR teams. The graphic design and software development 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.

Challenges

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.

Reach

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.

Results

• The campaign achieved its goals;
• Entirely positive feedback from participants in the game;
• Extensive brand coverage in the media;
• Smooth work process due to the enjoyable, combined effort of CEZ’s Marketing team and our own.