InderdigitalenKampagnezumProduct"Lotteriesparen"derHaspasinddieBewohnerHamburgsnichtnurTeilnehmer,sondernderHauptbestandteilderExperience.

Client
Haspa
Industry
Insurance & Financial Services
Services
Technical ConsultingUX DesignVisual DesignSoftware DevelopmentDevOpsProducing

Hamburg becomes part of the product: Lottery saving as a communal experience.

A financial product doesn't have to be dry.
The challenge was to convey lottery saving in a way that is understandable, locally relevant, and entertaining. Instead of long product texts, we sought an inviting experience that speaks to the people of Hamburg and motivates interaction, with clear goals for understanding and engagement.
From the key visual, the idea emerged to make the city the stage; the target audience was 1.7 million Hamburg residents, reached through the website, social media, and events.
The people of Hamburg should take center stage.
An animated crowd scene of downtown Hamburg with marked interaction zones and an open edge for inserting new characters.
An interactive crowd scene and the Luck Creator explain the product playfully.
We delivered an animated crowd scene, a hidden-object game, the customizable Luck Creator, sharing and download functions, as well as the physical Luck Box. These components led to thousands of interactions and a noticeable local identification with the brand.
Screenshot of the Luck Creator with an interface for selecting features and live-generated illustration.

The Luck Creator allows visitors to create their own character in just a few steps, with immediate illustration and download options, so they can become part of the crowd scene and share their personal connection to the city.

The implementation took place in clear phases: Discovery for user and campaign analysis, prototyping the interaction concept, technical setup, and gradual launch for scaling.
Four phases brought the experience live.
The magic lay in the combination of play, personalization, and real-time illustration.
A hidden-object game activated the community, winners were drawn into the crowd scene by the illustrator, and the Luck Box brought the experience to the streets. The biggest lever was the visible personal recognition: people who see themselves shared and remained engaged.
Photo of the Luck Box in the urban space against a Hamburg backdrop; a participant receives their illustrated character as a printout.

In the clip, you can see a participant entering the Luck Box, being photographed, while the illustrator draws live in parallel. The surprised reactions and the immediate gift of their own character make the idea tangible and show how personal recognition strengthens brand loyalty.