PURINA - Férias EsPETaculares: gamification at the service of personalization 

Turning data into personalized experiences for pet lovers

  • Strategy
  • Creative Concept
  • Campaign Mechanics
  • Creativity and production of communication material
  • Construction of the gamification experience (game)

CLIENT

PURINA

INNOVAGENCY ROLES

Strategy, creative concept, campaign mechanics, creativity and production of communication material, construction of the gamification experience (game)

CHANNELS

Social Responsibility

TECHNOLOGIES & TOOLS

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Overview

PURINA, one of the leading brands in pet nutrition for dogs and cats, launched a challenge for its summer campaign. The goal was to create an engaging campaign that encouraged pet lovers to interact with the brand while generating qualified leads for personalized future communications. 

With this briefing in mind, we developed the "Férias EsPETaculares" campaign. This was an interactive game where pets became the heroes of an obstacle course, encouraging their owners to engage with the brand in a fun and playful way. Beyond the game platform itself, we were also responsible for the creative concept and production of communication assets used to promote the campaign. 

The contest rewarded participants with free pet food and strengthened both community engagement and the collection of strategic data for PURINA.

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Key Features and Challenges

To creatively address the lead generation challenge, we idealize an interactive game where pets navigated a summer-themed course, overcoming obstacles and collecting PURINA products along the way. 

This playful and emotional approach enabled the collection of detailed information about consumers' pets, including species, breed, age and specific needs. All of this contributed to a more in-depth, segmented and effective CRM strategy.

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Results and Impact

The campaign drove high digital engagement while encouraging consumers to voluntarily share their data, making PURINA's communication more relevant and personalized. 

The success of this strategy reinforced gamification as an effective method for the brand to better understand its customers and build stronger, more authentic relationships with pet lovers.

Building a truly unified brand experience

Update the brand’s identity to be even more inclusive and accessible while retaining the brand’s unique DNA. A new black wordmark and accessible color palette, opening up a whole new world of possibilities for a truly global brand.

 

Building a truly unified brand experience

A new black wordmark and accessible color palette, opening up a whole new world of possibilities for a truly global brand. Update the brand’s identity to be even more inclusive and accessible while retaining the brand’s unique DNA. A new black wordmark and accessible color palette, opening up a whole new world of possibilities for a truly global brand.

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Platforms

130

Platforms

3

Return on ad Spend

€ 40K

Platform

12

The campaign demonstrated the power of gamification in generating leads and personalizing communication, namely:

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Participants

14.000

Leads obtained

1.300

unique users reached

599.000

Impressions on social media (millions)

3

Contacts in our database

100.000

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