Hak has decades of experience producing and preserving high quality vegetables but the brand endures some fierce competition from private labels within the segment. How do you communicate the care and attention you invest in your product, if that doesn't show right away?
For this problem, Hak sought a modern and eye-catching solution, where the goal was to increase the involvement of customers with the brand. That's why Ranj developed an online game for Hak, in which players experience the brand's core values for themselves.
Play the role of a vegetable farmer
Hakland is an online simulation game with adventure and dexterity elements, in which players take on the role of a Hak vegetable farmer. On a piece of virtual farmland, players have to grow their own peas over the course of 21 (real) days. They have to sow, work the land, keep an eye on the weather and harvest.
The crop needs to be of the best quality to meet the strict Hak standards. Besides the daily maintenance of the land, players face a daily challenge. The player that delivers the most vegetables of the highest quality at the end of the playing period, wins.
Core values of Hak
- Hak's core values are communicated in a playful way.
- The innovative and surprising character of the game casts the brand in a modern light.
- Maximum success has been achieved with a relatively small communication budget thanks to barters, such as a Hakland weather forecast on Sky Radio, and online viral marketing, like e-mail and a special chat.
Statistics
- The campaign led to 100,000 visitors on the Hakland website.
- 8,000 e-mail addresses have been collected for permission marketing.
- 1,500 people (1.5% of the visitors) have fully finished the game.
- The campaign raised the amount of visitors to the Hak website by 20%.
