Retail
How AEG is Revolutionizing Home Appliance Sales with Gamified Marketing
AEG, a global leader in home appliances, leveraged BRAME’s Gamification Marketing Builder to increase digital engagement, improve sales conversion, and ultimately boost revenue and profit. Integrating gamified marketing campaigns into its existing marketing strategy enabled AEG to capture customer interest and encourage frequent interactions.BRAME’s intuitive Builder enabled AEG to seamlessly create, customize, and launch interactive campaigns that drove sales conversion while strengthening customer engagement and supporting long-term business growth across multiple channels.
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21%
The Result
Increased Revenue and Profit
AEG’s gamified strategy boosted the averagebasket size by 11% and resulted in a 21% rise in transactions, ultimatelyleading to significant revenue and profit growth.
Increased Sales Conversion
The campaign significantly impacted the sales conversion rate, achieving an impressive 44% improvement. This demonstrated the effectiveness of the gamified marketing approach in converting interactions into actual sales.
Increased Digital Engagement
By engaging users with Gamification Marketing, the campaigns encouraged interaction and repeat visits. On average, users spent 45 seconds per session, achieving a 93% game completion rate.
AEG
Founded in 1887, AEG has been a trailblazer in the home appliance industry, renowned for pioneering innovations such as the first automatic washing machine and robotic vacuum cleaner. Now a part of the Electrolux Group, AEG continues to push the boundaries of technology, focusing on sustainable, high-performance products that enhance daily life. With a solid commitment to environmental responsibility, AEG designs appliances that combine efficiency and eco-friendliness, earning the brand a reputation as a reliable and forward-thinking choice for households around the globe. AEG’s legacy of innovation and quality remains at the forefront of the industry.
The Challenge of AEG
AEG operates in an intensely competitive market, facing significant challenges from high-quality rivals and lower-priced alternatives abroad. This environment has heightened consumer sensitivity to price and quality, making it essential for AEG to maintain its premium positioning while also striving to meet ambitious revenue and profit goals. As more digital platforms make product and price comparisons easier, AEG must constantly differentiate its offerings to capture and retain customer interest.
Additionally, AEG is navigating a growing demand for sustainability and environmental responsibility. Modern consumers increasingly prioritize eco-friendly products and practices, pushing AEG to innovate in energy efficiency and sustainable materials to meet these expectations. This focus on sustainability must also align with the company’s objectives to increase engagement across digital channels.
With the growing popularity of direct-to-consumer (D2C) marketing, fostering more profound, interactive customer relationships is becoming a critical target for AEG. To stay competitive in this evolving landscape, the company must effectively engage customers and enhance digital engagement to encourage repeat visits and interactions. This strategic emphasis on digital engagement and sales growth is critical to AEG’s mission to drive long-term success amidst an influx of cheaper alternatives and changing consumer preferences.
"Users were motivated to repeatedly participate in games through gamified marketing campaigns, increasing the digital engagement and driving more frequent purchases"
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How BRAME Helped with Gamification Marketing
In a highly competitive consumer electronics market, the appliances brand partnered with BRAME to implement a Gamification Marketing strategy to ultimately increase revenue and profit. Using gamified promotional campaigns, they sought to strengthen customer engagement, encourage repeat purchases, and boost sales conversions.
Using BRAME’s intuitive drag and drop Builder, the team created engaging Gamification campaigns, including the Hit the Target promotion during the European Championship and the Advent Calendar for the holiday season. These campaigns motivated users to repeatedly participate in gamified marketing games, driving digital engagement and frequent purchases. The Hit-the-Target game introduced playful, performance-based rewards that captured user interest and optimized sales conversions, making the shopping experience enjoyable.
BRAME’s easy-to-use platform enabled the marketing team to efficiently and cost-effectively design and launch campaigns that resonated with their audience, creating memorable interactions that kept users returning. With dedicated support and expert consultation from BRAME, AEG maximized the potential of Gamification in their marketing efforts.
With BRAME’s Builder, the company implemented gamified campaigns that successfully met their goals, enhancing brand engagement and fueling ongoing growth.
The Results: 44% Increase in Sales Conversion and 21% Uplift in Transactions
AEG leveraged Gamification Marketing across multiple strategic campaigns tailored to key seasons and events. These initiatives effectively drove customer engagement and increased sales conversion.
Gamified Holiday Promotion: AEG Advent Calendar
In December 2023, AEG launched its Advent Calendar campaign, a festive digital initiative designed to capture user interest, drive traffic to the AEG online store, and boost e-commerce sales. Spanning the 24 days leading up to Christmas, the digital advent calendar featured 24 doors, each offering a unique game and prize to give users a reason to return daily.
Participants accessed the campaign via a prominent banner on AEG’s website. The banner led to an advent calendar page with 24 numbered doors. Behind each door, users found an interactive game and the opportunity to win a prize. After opening a door, users could immediately play one of three games: Scratchcard, Guess the Picture, or Memory, without signing up.
Once the game was completed, participants were instantly notified of their winnings, which included a code that could be redeemed directly without registration. Behind each door, special offers awaited, including discount vouchers (€5 or €20 off purchases) and exclusive AEG products, such as appliances or accessories. These offers were only redeemable on the day they were won, creating a strong sense of urgency and encouraging immediate purchases. Prizes were tied to unique codes that could be used exclusively in the AEG online shop.
The campaign’s daily participation mechanism, which allowed users to open one door and play one game per day, effectively sustained engagement, as users returned each day for a new chance to win. The campaign achieved strong results with 75,000 games started, attracting 39,800 unique visitors and achieving an average engagement time of 59 seconds per user across all games. The emotional appeal of the calendar games, combined with the suspense behind each day’s door, successfully motivated users to return repeatedly, ensuring consistent engagement throughout the campaign.
In conclusion, the Advent Calendar campaign demonstrated the power of Gamification in boosting engagement and driving sales. Daily participation, interactive games, and immediate rewards kept users involved throughout the campaign, providing valuable insights into user behavior and the effectiveness of time-sensitive incentives in encouraging frequent engagement.
AEG’s Hit the Target Drives Sales and Engagement
AEG launched its Hit-the-Target campaign during the 2024 European Championship, tapping into the event's excitement to engage customers and promote its new washing machine lineup. The campaign was promoted across multiple channels, with affiliate marketing as the most effective. Other high-performing promotion channels besides organic traffic included email, paid social, and Google CPC, which expanded the campaign's reach and engagement.
The campaign had two key objectives, starting with the D2C segment, where the primary goal was to increase revenue and profit by driving direct sales through performance-based discounts. In the game, players had 20 seconds to shoot virtual footballs at washing machines displayed on the screen, aiming to hit as many targets as possible within the time limit. Players earned performance-based discounts: hitting ten or more machines were awarded a 6% discount, 6 to 9 hits earned a 5% discount, and 3 to 5 hits provided a 4% discount. Additionally, players who hit at least seven machines were entered into a prize draw for an AEG washing machine.
The results demonstrated the effectiveness of Gamification in influencing consumer behavior. A comparison of key metrics before and during the campaign showed a significant uplift. The average basket size increased by 11% as customers were motivated to maximize savings with higher-value purchases. Transactions surged by 21%, driven by repeat participation, increased brand engagement, and the campaign’s limited-time nature, which encouraged immediate action. Additionally, the sales conversion rate improved by 40%.
Retail Partner Performance
In addition to the D2C sales push, the campaign focused on lead generation through retail partnerships with Medimax, EP, and Expert. The primary goal was to capture high-quality leads for future marketing efforts while expanding the campaign’s reach beyond AEG’s direct channels. Unlike the D2C campaign, retail partners did not provide discount codes. Instead, players participated exclusively in the prize draw for a washing machine.
Despite this difference, the retailer campaign still drove strong engagement, achieving an impressive completion rate of nearly 97% when played through partner websites. The prize-driven incentive was an effective motivator, generating over 12,800 leads and reinforcing the value of retailer collaboration in capturing high-quality customer data.
AEG’s Hit-the-Target campaign successfully demonstrated the impact of gamified marketing in driving both direct sales and customer engagement. By aligning with the European Championship’s sports theme and leveraging multichannel promotions, AEG achieved significant results in both its D2C segment and through retail partnerships. While performance-based discounts encouraged purchases in the D2C segment, the prize-driven approach effectively captured leads through retailer collaborations, proving that Gamification can be a versatile and effective strategy for boosting sales and audience participation across different distribution channels.
Looking Ahead: AEG’s Future Gamification Marketing Strategy
AEG continues to innovate with gamified campaigns to boost sales and deepen customer engagement. By integrating Gamification with CRM and e-commerce systems. A key focus is on evergreen campaigns, which run continuously throughout the year rather than being tied to seasonal promotions, keeping customers engaged. This includes Buy & Play, where customers can participate in a game immediately after purchase to unlock rewards like discounts or exclusive perks, and Birthday Campaigns, which offer personalized gamified experiences with special rewards during the customer’s birthday month. By leveraging data-driven insights, AEG optimizes these campaigns to maximize engagement, ensuring long-term customer interaction and sustainable e-commerce growth. This strategy strengthens AEG’s competitive position and solidifies its role as a digital marketing leader in the DACH region.
More case studies
BILLA Austria
BILLA, a leading supermarket chain in Austria, launched a two-stage gamified campaign to increase foot traffic and sales. The campaign, designed around an Olympic theme, engaged users with a virtual cycling race followed by a spin-the-wheel game for prizes. The results were impressive: 90% of users who registered for the second game completed it, and 70% of rewards were distributed, with a 25% redemption rate. The campaign achieved a 99% average game completion rate and a turn rate of 3.7x, showing strong engagement and user interaction.
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Jägermeister
Today’s famous premium herbal liqueur was launched 80 years ago by Curt Mast. The recipe of 56 herbs, blossoms and roots has remained unchanged to this day. Traditionally, Jägermeister is produced exclusively in the small town of Wolfenbüttel in northern Germany. Bottling takes place at plants in Wolfenbüttel-Linden and Kamenz in Saxony. From here, the herbal liqueur in the distinctive bottle is exported to more than 150 countries worldwide.
TSG Hoffenheim
TSG Hoffenheim is a renowned German football club with a loyal fan base. However, the most devoted fans, the season ticket holders, felt disadvantaged compared to new customers and event fans who received more attention with promotions, contests, and small gifts. The football club wanted to change this by creating a quiz specifically for the season ticket holders.
"We became more cost-efficient and the drag and drop Builder is just awesome!"
See what Marc Marti from Tchibo and other leading marketers had to say about BRAME.
Marc Marti
Elena Abeltshauser
Luca Cadlini
Through Gamification, we reach customers on a different level and can surprise, inspire, and reward them. We are seeing an increase in frequency and revenue as well as enhanced engagement from users of our digital channels.
I can highly recommend BRAME's Gamification tool to anyone looking for a cost-effective and simple solution to collect email addresses or increase sales
The real-time performance analytics are very important to us, as they allow us to take our learnings and refine our strategy for upcoming campaigns.
In an A/B test, we displayed a Gamification banner to half of our website visitors, while the other half saw no banner. The group with the Gamification banner achieved an 18% higher sales conversion compared to the group without it. This was an outstanding result for us, as only very few tools or methods can boost sales conversion by 18%
With BRAME’s user-friendly software, we have been able to successfully implement a variety of campaigns and now see Gamification Marketing as a key component in our marketing mix.
What I appreciate most about working with BRAME is the drag-and-drop Gamification Builder, which made it easy for us to implement Gamification Marketing, along with the expert advice and support based on industry-specific best practices. This enabled us to launch a successful Gamification campaign and implement game mechanics perfectly suited to our industry and goals.
All the games have worked well so far. The Advent calendar is a yearly highlight, and customers are already anticipating it. The cost is much lower compared to the agencies MPREIS previously used to create a gamified Advent calendar.
In the last 20 months, we’ve collected over 35,000 unique leads and achieved a double opt-in rate of over 70%, which is more than double the industry average.
We had previously worked with agencies in the Gamification field, but with BRAME, we’ve become much more flexible. [...] We need much less time to set up campaigns, have excellent support that we can rely on, and are incredibly fast in execution.
The drag-and-drop functionality allows for quick game creation without technical expertise, which is especially valuable for day-to-day operations and to save time.
The diverse selection of game types and fully customizable templates provided by BRAME's tool allow us to create new experiences every time.
Users were motivated to repeatedly participate in games through gamified marketing campaigns, increasing the digital engagement and driving more frequent purchases.
Through our gamified campaigns with BRAME, we were able to generate numerous new app downloads and welcome new SPAR Friends members to our community. BRAME has made a lasting impression on us, and we are looking forward to various other campaigns.
During the European Championship, the Hit-the-Target Gamification Marketing mechanic increased sales conversions by 44% between June and July compared to January to May 2024. Additionally, the average card size grew by 11%, and transactions increased by 21% during the same period.
Compared to previous third-party providers, BRAME offers us a more flexible tool and the ability to independently create campaigns at a considerably lower cost.
Through a social media campaign with gamified content, we generated 14,000 leads, with 25% signing up for our newsletter via double opt-in. We were amazed at how easy it was to generate high-quality leads with Gamification Marketing in just four weeks. Simply perfect!
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