A1 Slovenia is a prominent telecommunication provider offering a range of services, including mobile and fixed telephony, broadband internet, digital television, and ICT solutions. As part of the A1 Telekom Austria Group, they combine international expertise with local market knowledge to serve over 700,000 users.
Their digital offering includes the Moj A1 platform and app, which give customers an easy way to manage their accounts. Users can track balances, monitor usage, adjust service packages, and find nearby stores using geo-location. The app also provides detailed pricing for services abroad, ensuring a seamless experience for customers at home and on the go.
CLIENT: A1 Slovenia
YEAR: 2023
During the FIBA World Cup 2023, A1 embarked on an ambitious marketing campaign inspired by the deep love for basketball in Slovenia, the home of global star Luka Dončić. Drawing from successful gamification examples like Duolingo, A1 Slovenia aimed to create a unique and engaging experience for users of their Moj A1 app. The goal was to bring the excitement of this iconic basketball event to everyone, including those without premium subscription plans, by leveraging gamification strategies to enhance user interaction and accessibility.
I began collaborating with A1 Slovenia to create a gamified campaign aimed at engaging Gen Z and strengthening their connection to the brand. We continuously launched and optimized new initiatives while enhancing existing ones. In addition to promoting the FIBA World Cup, we focused on developing an engaging competition within the Moj A1 app to encourage users to interact with the app more frequently.
Here are some of the key activities I managed for A1 Slovenia:
The campaign went above and beyond expectations, much like other successful gamification marketing efforts. Positive feedback came in from customers and A1 Slovenia’s employees alike. Even Šport TV, their sports channel partner, praised the campaign’s performance. Beyond the immediate results, this initiative also set the stage for future projects, building a strong foundation for continued success.
The campaign achieved two key goals. First, it boosted the monthly active users (MAU) of the Moj A1 app, encouraging customers to spend more time exploring its features—even when they didn’t have an immediate need. Second, it increased user engagement by making the app experience more interactive and fun, leading to greater customer satisfaction and loyalty. Together, these outcomes not only enhanced the immediate impact of the campaign but also strengthened the app’s long-term value for users.
1600+ app users engaged
24000+ gameplays started
92% game completion rate
12 min/user average engagement length
