In the competitive market of electric vehicles and charging boxes, Zapp chose to explore gamification marketing as a way to reach and activate their target audience. The Danish charge point operator distributes charging boxes and stands for private businesses, housing associations, and government institutions. Over the last three years, they have become one of the largest private distributors of charge points on the market with just over 1000 chargers active around Denmark.
In terms of customer acquisition, the journey from consideration to purchase in Zapp’s market is often longer than usual ecommerce businesses. The typical purchase of a car is over 12 weeks and, for electric vehicles, the charger factors in during the final 4 weeks—it is essential to reach potential customers at the correct touchpoints throughout this journey.
Janus Broch Mols, co-founder & CMO at Zapp, explains: “There are a lot of questions and things [potential customers] need to be aware of in order to choose the right charger, the right installation, and to determine whether it’s compatible with the vehicle [they] are buying.”
Zapp aims to reduce the uncertainty along this journey—and that’s where gamification steps in.
“I thought [gamification] would be a great way to give our potential customers some value through a test, so that they can be sure of their choice of charger and we can gather leads.”
With a pop-up on their website’s front page and ads activating potential customers across social media, Zapp created an intuitive quiz to help visitors find their best charging box match. The quiz posed a series of questions including where the charger would be installed, what type of car the customer had, and how many kilometres they generally drove. Upon completion, participants received Zapp’s best charger recommendation alongside a list of features, benefits, and pricing options.
Janus explains: “I hadn’t been in touch with gamification before … but it’s a great way to collect leads … and connect with your audience. We’re most interested in using Scratcher as part of our always-on strategy going forward.”
