CORUM L’Épargne is one of the brands that embraced gamification as a communications tool. Indeed, this company offers transparents and accessible savings solutions. They chose Playable Marketing coupled with sports to raise their profile and address the audience.
In this article, we’ll look at the relevance of gamification in marketing challenges of the banking sector, particularly with CORUM l’Épargne. Through examples of playable campaigns made alongside Adictiz, Lucie Odoux, Head of Sports Sponsorship, shares with us the practices she learned.
Why has Corum l’Épargne chosen gamification to optimise its marketing campaigns?
On one hand, the banking sector is facing challenges. From creating a closer relationship with a younger audience and improving experience to increasing loyalty by adapting to new digital communication and usage channels.
On the other hand, to strengthen its reputation, CORUM l’Épargne decided to implement a gamification strategy. As the company has been involved in sport since 2018 (supporting 21 athletes in various disciplines), gaming is part of its DNA. Above all, playable marketing enabled it to achieve several of its objectives.
Boosting awareness marketing through gamification
Above all, gaming is a way to stand out from the crowd and reach a wider audience.
As Lucie Odoux, Head of Sports Sponsorship, explains in her testimonial:
Gamification allows us to address a new audience, or at least our audience, but in a different, more playful way. It allows players to spend more time with the brand, without really realising it.
By offering fun marketing games, CORUM l’Épargne’s objective is to develop its brand awareness. The idea is to multiply the points of contact via interactive experiences.
In fact, games enable the company to collect contacts (via subscriptions to its mailing list and opt-in forms). Contacts that the company would not have been able to reach with traditional communications.
Generally speaking, playable marketing is a way of modernising your brand image and humanising it. Interactive formats are effective to engage audiences around unifying values. Also, they permite to create an emotional bond that traditional communications (static advertising, etc.) are unable to generate.
Raising awareness of the need for better financial management
In a sector as complex and sensitive as banking, play-based marketing is a way of raising awareness and educating customers. This is true when the target is a young audience, for whom it’s important to share practices in a fun way.
With these marketing games, CORUM l’Épargne is making its saving message accessible. Also, it demonstrates transparency, a strong value, by helping its users to understand where they are investing.
Improving customer relations and building audience loyalty
Finally, gamification helps to strengthen the bond with the audience: a major challenge for a 100% digital player like CORUM L’Épargne. Gamification makes it possible to extend the time spent with the brand. Indeed, that creates a stronger customer relationship, based on positive emotions such as surpassing oneself, creativity, etc.
It’s also a lever for maintaining contact established with prospects and customers by collecting opt-in data. But also by collecting data (via a participation form, by analysing interactions) so that they can be reactivated later with personalised and powerful content.
2 examples of successful gamification campaigns
To achieve these objectives, CORUM L’Épargne has set up two gamification campaigns:
A customizer to boost your marketing profile
Corum L’Épargne is involved in sailing, with a boat racing at the Vendée Globe and the Route of Rhum. They decided to use this lever to raise the brand’s profile. Therefore, with a boat due to undergo modifications before its participation in a race, they took the opportunity to involve the audience to decorate the hull and sail.
A Customizer mechanism is ideal for inviting users to suggest ideas for decorations (with elements chosen by the brand beforehand). Players were able to submit proposals for the decoration of the boat.
That campaign worked very well with the audience, as it allowed to take part in a project and let creativity shine through. Moreover, the Customizer enabled the company to achieve an excellent opt-in rate (via subscription to its newsletter) and thus raise its profile.
A game mini-site to optimise your sports marketing
CORUM L’Épargne also used Playable Marketing to reaffirm its commitment to sport. As a reminder, the company supports 21 athletes in various disciplines, from fencing and climbing to judo and Formula 2 racing.
As sport is a lever for reaching a wide audience, the company combined sports marketing to gamification strategy. To this end, it has launched a site with six mini sports games allowing users to discover the athletes supported by the brand.
This experience enabled CORUM to bring participants into the sporting world while maximising the time spent with the brand.
3 tips for boosting marketing awareness through gamification
Using her experience of gamified marketing, Lucie Odoux shares 3 tips on how to optimise campaigns and make them levers for building brand awareness.
- Choosing the right format, depending on a strategic objective and target audience. The key is to offer an interactive experience, aligned with the brand’s universe (in this case, sport) and the results you want to achieve. As an example, CORUM relied on sports games, but also on initiatives that enabled its audience to get involved in a renovation project.
- Track KPIs to assess the effectiveness of your campaign and improve what needs to be. CORUM L’Épargne wanted to raise its profile, so it monitored its brand image with a large panel. Also, they monitored the number of subscribers on social networks and the opt-in rate (two metrics for assessing its ability to reach a new audience).
- Equip yourself with a gamification marketing tool. CORUM chose Adicitiz to give it access to a wide variety of games. Indeed, they need to be adaptable and easy to customise to challenges.With the support of the Adictiz teams, they created high-quality, innovative experiences and work on the media coverage of its campaigns to reach the targets.
Conclusion
Gamification is a highly effective way of boosting brand awareness in marketing. Expand your audience and strengthen your brand image with our interactive and fun advertising tools.
