A digital campaign for Haspa's Lotteriesparen product in which the people of Hamburg are not just participants but the heart of the experience.

Client
Haspa
Industry
Insurance & Financial Services
Solution
Browser GameWeb Special
Technology
Web
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.
Detail of the seek-and-find illustration with the Michel church and the Alster fountain, an embedded video at the centre
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.
Angled view of the figure creator: step two creates your own seek-and-find character in a spotlight

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.
Black-and-white seek-and-find illustration of central Hamburg with red figures marked 'this could be you!'
Drawing of the lucky box: a booth with a curtain, a stool, a notice and an output slot

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.