GTÜ Digital campaign  —  2023

Welcome to Plaketti City.

GTÜ & Gaming = Welcome to Plaketti City.  An exclusive browser game to boost brand awareness. We bring emotion to GTÜ’s vehicle inspection process through a gamification approach. Let’s go.

Never before has the young target group driven through a GTÜ inspection station so often or so entertainingly. This transforms the “GTÜ-is-only-every-two-years” experience into a brand experience with replay value. Attentive players learn with a wink that only by passing through GTÜ inspection stations do they get a little visual confetti shower and a speed boost. If players safely reach GTÜ Plaketti City and make it to the top 15, they are rewarded for road safety with a prize tailored to their interests.

This mechanic creates a positive encounter between the target audience, the brand, and the core service, extending a brand touchpoint that typically only occurs every two years. The goal: to achieve at least 15 million impressions during the campaign period, ensuring a CPM under €3 across all channels. The result: Through advertising on YouTube, Google Display, and Meta, 38,706,185 impressions were generated. This enabled 1,000 impressions to be reached with a budget of just €0.90, surpassing the set goal.

Challenge +
The main inspection is a mandatory vehicle examination that customers must undergo every two years. The inspection process and the differences between the various inspection organizations are largely unknown. Insight: Customers often refer to the main inspection simply as "TÜV," even when they have actually received the sticker from GTÜ.
Strategic Idea +
Almost 60% of Germans play computer and video games. We leverage this potential by combining the mandatory main inspection with a fun gamification approach. Welcome to Plaketti City: a digital campaign featuring its very own browser game. Drive as fast as possible to Plaketti City and extend your vehicle inspection by two years by visiting a (GTÜ) inspection station. Thanks to the high-score mechanic, the game offers great replay value since the top 15 players are guaranteed to win. Players have never driven through an inspection station this often and with so much fun. Attentive participants also learn, with a wink, that only at GTÜ inspection stations do they get a little visual confetti shower and a speed boost.
Results +
With Plaketti City, we created an addictive game that turns the main vehicle inspection into an entertaining gamification experience for nearly one million unique users—complete with fun gameplay and prizes tailored to the target audience. The goal: to achieve at least 15 million impressions during the campaign period, ensuring a CPM below €3 across all channels. The result: Advertising through YouTube, Google Display, and Meta generated 38,706,185 impressions. This meant 1,000 impressions were reached with just €0.90 in spending, surpassing the set goal.
The Pixellook

A look that speaks to gamers.

We deliberately chose a look that works across generations, appealing to both current gamers and nostalgic retro gamers. The pixelated approach charmingly evolves the corporate design while retaining the distinctive brand red.

The Game

GTÜ Plaketti City

Together with partners, we developed a custom browser game for GTÜ to boost brand awareness. With Plaketti City, we created an addictive game that turns the main vehicle inspection into an engaging gamification experience filled with fun and target-audience-relevant prizes. On the long journey to Plaketti City, players must visit an inspection station after two years. Thanks to the motivating high-score mechanic, the game offers strong replay value.

 

Digital Advertising

GTÜ just joined the Game. The entire communication was conducted digitally.

The entire communication was conducted digitally, allowing us to make continuous adjustments throughout the campaign. The focus channels were YouTube, Instagram, Facebook, and Google Ads. Additionally, a dedicated landing page was developed in the campaign’s look to ensure a seamless user journey. With call-to-actions like “No downtime for your car?”, “GTÜ Just joined the Game,” and “Don’t gamble with your safety,” the messaging cleverly positioned the GTÜ world within a gaming context.