Monaco government score 91% engagement rate for CSR gamification experience targeting business travellers
Success Stories
The Principality of Monaco is a sovereign state on the French Riviera, and has a near-100-year history as a Formula 1 location for its Grand Prix.
Today, it’s one of the wealthiest places on Earth, and a popular destination for tourists, but the seeds of its economic development were planted in the late 19th century, with the opening of the world famous Monte Carlo Casino and the construction of its rail connection to Paris.
The challenges
🎯 Every year, Monaco plays host to LuxePack, a global trade show for the creative packaging industry, at the Grimaldi Forum – its congress centre and cultural hub.
The Monaco government needed a way to engage business travellers attending LuxePack via the Paris to Monaco train as part of their corporate social responsibility strategy (CSR). Specifically, they were looking for a way to highlight how much more sustainable taking the direct business train to Monaco is than flying in terms of emissions. As a secondary goal, they were also promoting Monaco as a tourism destination.
Broken down into key components, the Monaco government’s goals were to:
- Spread the word about efforts they were making to promote sustainable tourism
- Shine a light on Monaco’s tourist attractions
- Gather traveller feedback
- Collect user-generated content (UGC)
The Drimify audience engagement solution
The Monaco government opted to construct a gamification experience using the Drimify platform.
Additionally, they sought out the DrimTeam’s expertise through our agency services, benefitting from strategic advice and creation assistance to ensure an end product that was perfectly optimised for the task.
📱 Games and gamification experiences “by Drimify”
The end result was a mixture of customised game engines combined through a Dynamic Path™ – Drimify’s experience builder that allows organisations to put together sequences of games to tell branded stories.
In this case they used a wide variety of game engines including:
- Question and answer games to educate participants about Monaco and the Grimaldi Forum’s sustainability mission.
- Fun casual games to be entertaining and engaging while reinforcing their branded messaging.
- A Media Contest to encourage participants to take a photo that best represented their experience on the trip.
These were punctuated with content screens, to deliver a varied and engaging user experience that effectively communicated the project’s key objectives.
Additionally, the global leaderboard was enabled across the experience, and an hour before the train’s arrival, the top 10 were given a prize. This feature – available across point-scoring game engines in the Drimify catalogue – is a great way to ensure higher engagement rates, as it taps into people’s ingrained competitiveness, so their focus within the experience is maximised as they try to get the highest score possible.
A year round communications solution
Gamification works best as a consistent component of communications strategies. Every user action within a Drimify game generates data, so over time, from project to project, businesses learn more about what works best to engage their target audiences.
This leads to better KPIs, and new opportunities to utilise gamification to achieve goals across other business functions.
The Monaco government built another gamification experience using Drimify to animate the Visit Monaco stand in the Formula E fan village.
Utilising the Combo™ – which combines games like the Dynamic Path™, but delivers players from game to game directly – they delivered a sequence of casual games coded to the motorsport theme of Formula E to connect with motorsport fans, along with question and answer games designed to educate them about the region and what it had to offer.
The leaderboard function was enabled to identify the best performers to win tickets for some of Monaco’s major tourist attractions, and through Drimify’s multilingual feature, they were able to easily create the game in multiple languages to connect with a bigger audience.
Results and KPIs
Key figures for the LuxePack experience 🚀
- 604 unique passenger plays of the experience
- 91% engagement rate
Objectives achieved 😎
- Monaco highlighted as premium destination in a more fun and engaging way
- Grimaldi Forum’s sustainability initiatives promoted to a qualified audience
- UGC and feedback collected easily through gamification
Want to know more?
Your ideal Drimify plan
Your Drimify plan
Drimify is the no-code gamification platform for engagement and loyalty. Whether as a standalone solution or integrated effortlessly into existing systems, access a rich catalogue of customisable gamification experiences ready to plug-and-play, along with exclusive features like the Dynamic Path™ and the Combo™ for more immersive user journeys. Supercharge engagement across your operations and drive business growth.
The Strategy Pack
Enhance your approach to audience engagement with expertly crafted strategies. Our DrimTeam of gamification experts collaborate with you to plan and seamlessly supercharge your project, optimising every touchpoint across the user experience. Let us help amplify your success with our proven tactics and innovative digital experiences.
The Assistance Pack
We work together, setting up the experience with you (or for you), providing expert guidance and technical integration assistance, refining and optimising your gamification experience right through final validation to project completion. Ideal for those looking to save time, gain peace of mind, or learn how to get the most from the platform.
