On the Road to Sales Success with Zapp

Customer case

A value-adding campaign that garnered 834 new leads—and 10% lead-to-sales conversion—in just two months.

About Company

Zapp Mobility sells charging boxes and charging stands for private individuals, companies, and the public sector in Denmark. They have an ever-increasing number of happy customers who, with good advice and the delivery of quality products, have optimised the operation of their electric car charging and achieved financial benefits with electricity reimbursement.

Which charging solution should I choose?

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.”

“For us, using Scratcher is about having a tool that we can scale. The results we have now are good and we’re very proud of them. In the future, we want to have channels that we can push our marketing spend to and generate quality leads—and Scratcher will be a good tool to do that.”

Janus Broch Mols

Co-founder & CMO, Zapp

New Leads

High engagement from their target audience over the first two months

€ 0

Cost Per Lead

From Facebook lead ads and Google ads directly to the quiz

0 %

Sales Conversion Rate

From interested participants to buying customers

The Results

In just two months, Zapp’s quiz generated 834 leads with 10% of participants subsequently purchasing a Zapp charging box! With €550 dedicated to marketing spend, their CPL for this campaign was €1,50. This lead-to-sale conversion rate was very satisfying to see for Janus, as their website generally converts 2% of visitors on average—ultimately, the gamified campaign added value to Zapp’s lead generation efforts and increased sales.

The charging box company’s main outreach channel is via digital marketing, including advertising across Google and Meta. Between May to July, Zapp’s total website traffic was 33,000 unique page views, with their Scratcher charging box quiz providing around 5000 of that total.

“Marketing is always all about testing!” Janus encourages others to see gamification as another possibility to get engaged with your target audience and gather more data and insights. “Use it to connect with them and give value in the form of rebates or coupons, but also—as in our case—offer useful information so that they can be sure that their choice to engage with you is the right one.”

By implementing gamification in your customer journey, you can increase engagement and activate both new and existing customers. An engaged audience is more likely to visit your website, make purchases, and recommend your brand to others. Introductory rewards, discount offers, and loyalty programs are all opportunities to activate customers and create an incentive to spend.

“Try to think about how a competition or test could activate your audience,” Janus goes on to say. “For Zapp, we primarily use gamification to give value to our customers and then, in our email flow, we can provide them with an opportunity to spin the wheel and get free shipping or other good rebates.”

Increasing donations via Gamification tactics: MS-forbundet Story

Helene Skilbred, Senior Fundraiser at MS-forbundet, led the innovative use of gamification to overcome challenges in expanding the donor base and engaging the audience for the organization, which supports individuals with Multiple Sclerosis (MS) and their families. By implementing gamification campaigns, MS-forbundet successfully boosted lead generation, increased donor conversion rates, and enhanced overall engagement. This NGO tells the impact of these tactics and shares the results achieved.

Here’s how Yuaia Haircare lowered its lead price by ~ 50%

Thriving in the highly competitive beauty industry demands strategic and cost-effective marketing.

Pip.dk Winning Strategy: Engaging Players First

In the competitive igaming world, pip.dk stands out with its player-centric focus. Charlotte Møller Hansen, Head of CRM and Creative Content, explains how their emphasis on player engagement and high-quality content drives their success, boosting player loyalty and market position.

Huge success for Red Barnet Fund

For their Christmas campaign, Red Barnet used gamification marketing to raise awareness about their mission.

Game on for B2B Growth: Scandinavian Print Group’s Gamification Strategy

Today, we explore the innovative marketing landscape at Scandinavian Print Group through the lens of Astrid van der Sterren, who masterfully balances the promotion of 18 brands across multiple countries.

Reinventing Product Sampling: Burger King’s Gamified New Whopper Launch

We recently had an engaging conversation with Mila Hvilshøj, Head of Marketing, Denmark & Sweden, who shared insights and achievements from Burger King’s latest gamified campaign to launch the new Whopper in the Scandinavian market.

Media & Entertainment

Travel

Insurance/Financial

Casino & Gambling

Sports

Insurance/Financial

Profesional Services

Gambling

NGO

Insurance/Financial

Media & Entertainment

Tourism

B2B

Banking

NGO

Insurance/Financial

About Company

Which charging solution should I choose?

The Results

Read more cases

Increasing donations via Gamification tactics: MS-forbundet Story

Here’s how Yuaia Haircare lowered its lead price by ~ 50%

Pip.dk Winning Strategy: Engaging Players First

Huge success for Red Barnet Fund

Game on for B2B Growth: Scandinavian Print Group’s Gamification Strategy

Reinventing Product Sampling: Burger King’s Gamified New Whopper Launch

PLATFORM

solutions

Industries

resources

about us