To overview
The challenge
Every year, Campina dairy farmers open their gates for the Campina Open Boerderijdagen. Young and old get to experience farm life up close. They feel, taste, and discover where their daily dairy comes from. Campina's mission: tell their story and make farm life tangible.
How do you make sure such a valuable, physical experience also gets the attention and engagement it deserves online? Campina wanted to boost the impact of the Campina Open Boerderijdagen, so families would connect with their story even before visiting. A digital branded experience needed to bridge the gap between the physical farm and the online world.
At the same time, Campina faced a challenge: how do you keep kids (7-10 years old) engaged with educational content in a world full of distractions? And how do you offer parents valuable, safe content that aligns with their parenting values, like health, sustainability, and awareness? This called for smart gamification marketing.
The concept
Campina wasn't looking for loud advertising; they wanted genuine brand connection and maximum customer engagement. That's why livewall dove deep into the world of kids and parents. Our solution? The Campina Avonturen Boerderij: a completely new, digital branded experience that extended the Campina Open Boerderijdagen online. We created an interactive game world that delivered digital activation.
In this environment, children and parents together discovered:
- Where dairy comes from.
- How Campina dairy farmers care for nature and sustainability.
- How dairy contributes to a healthy and active life.
The Campina Avonturen Boerderij focused on playful education through short, clear, and inviting branded games. To bring the story to life, we introduced the 'Farm Buddies' (Boeren Bengels), characters like Lavezzi. They took children on an engaging journey through the Campina world. Both physically and digitally, they were the face of this campaign. Discovery was immediately rewarded. For parents, we built a safe space where they could actively think and play along with their children, further strengthening the overall brand experience.
The games:
- Slice the fruit: Learn everything about a healty breakfast.
- Race trough the farm: Discover dairy as a nutrient-rich engine
- Answer farm-themed quiz questions: Find out everything about caring for nature and climate on the farm.
The result
The Campina Avonturen Boerderij connects brand and audience in a way that stands out in our overcrowded media landscape. The campaign turned passive viewers into active participants.
- Children became actively involved in the story behind their glass of milk.
- Parents found the branded experience valuable and directly aligned with their parenting values.
- The branded games encouraged repeat customer engagement, with an accessible invitation to play further of even plan farm visits.
livewall delivered a memorable branded experience. The combination of playful learning, family-friendly communication, and Campina’s sustainable brand values strengthens Campina’s position. The brand doesn't just nourish; it connects and inspires. This highlights the power of interactive design as a brand strategy: not interrupting, but inviting participation. A carefully designed branded experience translates brand values into meaningful, lasting memories.
The impact in numbers:
- 76,626 total users and 22,731 unique users
- 4 minutes and 54 seconds engagement time
- 172% exceeding of KPI, 69,000 gameplays
- 14% increase in conversion rate
