Challenge

The cost-of-living crisis has significantly impacted how brands engage with their customers. Amid increasing financial hardship, brands have had to demonstrate greater sensitivity and flexibility in their propositions and communications. 

This challenge was particularly evident during Christmas 2022, when research revealed that over half of Britons were anxious about managing their finances during the festive season. Instead of launching a typical flashy TV campaign, Vodafone sought a new approach that would uplift people's spirits and engage hard-pressed families in a fun, free, and inclusive way.

Innovation

The UK’s Biggest AR Treasure Hunt 

Christmas is filled with traditions and rituals that families love to enjoy together, from visiting Winter Wonderland to taking special trips to Santa’s grotto. Recognising this, we set out to help Vodafone create their own magical festive ritual. 

This led to the creation of Elf & Seek, the UK’s largest augmented reality-powered Christmas treasure hunt. DC teamed up with fellow Dentsu agency, Carat, to develop the gameplay and narrative, encouraging participants to scan their phones across various locations to find Santa’s missing elves. 

Using cutting-edge augmented reality, geotagging, and media technology, players could drop a candy cane to lure an elf to their location, giving them the chance to win thousands of prizes through Vodafone’s exclusive rewards programme, VeryMe. 

The candy canes and elves were also created as NFTs on a private blockchain, ensuring each one was unique and collectible for the player. A launch day promotion on Heart FM helped drive engagement, while clever OOH placements and social posts provided players with clues about where the next candy canes would drop in their vicinity.

Impact

The reaction to the Elf & Seek game was remarkable, with over 100,000 active players in the first three days and a total of more than 245,000 participants. On average, each player spent two minutes per session, saving over 270,000 elves and claiming over 20,000 prizes. 

Additionally, positive social sentiment reached an all-time high of 63%, with the elves being mentioned over 4,000 times on social media. Even more promising was the game’s success in positioning Vodafone at the heart of a new Christmas tradition. Research showed that 94% of players felt the game brought them Christmas cheer, and 76% expressed excitement to play again the following year.