With South Africa’s Western Cape experiencing a crippling drought, Digitata and Unilever worked closely to tackle the challenges experienced through a cleverly worked gamification approach:
educate a customer base on the scarcity of water;
introduce the product, Sunlight 2in1 with SmartFoam, to the target market;
inform them of the water saving properties of the product.
The game attracted 425,551 players who started the game. 77% of these completed the game. With such a high number completing the game, Sunlight was able to donate thousands of litres of water to the Western Cape.
The campaign won a silver award at the Festival of Media 2018, category "Best use of Gamification".