Award: CAMPAIGN CATEGORIES \ C20. Best Gamification

As part of PNJ’s God of Wealth 2025 campaign, the AR gamification experience “Hunt for Fortune” was created to modernise a culturally significant moment into a scalable participation journey. With Tet being a short, high-intent peak where attention is fragmented and competition is intense, the key challenge was to move audiences beyond a one-off “buy gold for luck” transaction. The game’s core idea turned fortune-seeking into an accessible WebAR ritual that people could experience instantly on mobile, lowering barriers to entry and making participation easy to spread at scale. Designed to feel intuitive and culturally resonant, it linked digital excitement to offline touchpoints within the broader O2O journey. Overall, the gamification layer strengthened engagement and meaning for the campaign, contributing to strong participation and CSR impact across the season.