Project overview
For WinMart’s ninth anniversary, Shopping Race connected a promotional message with a playable consumer experience. The two-week activation used gaming elements and gift vouchers to turn an anniversary celebration into a practical reason to engage with the retail brand.
The brief: turn an anniversary into participation
A retail anniversary needs to communicate a celebration while giving shoppers a reason to take part. WinMart’s campaign brought these roles together through Shopping Race, a gamification activity supporting its ninth-anniversary promotion. Rather than relying only on a sale announcement, the experience gave the audience an action to complete and a reward to connect with the store visit.
The campaign identity, “9 tuổi rực rỡ — Săn Sale hết cỡ,” linked the milestone with promotional energy. It created a direct bridge between a brand occasion and the shopping behavior the activity was designed to encourage.
The idea: a shopping race with a retail destination
Game mechanics provided the participation layer; vouchers provided the connection to retail. The original project archive describes a two-week event with vouchers redeemed at WinMart stores nationwide. The case is presented here as a retail gamification and communication project, with the original campaign visuals retained.
For a promotional experience, clarity matters at every step: the audience should understand the invitation, recognize the reward and know where the next action takes place. Shopping Race illustrates how an interactive idea can carry a commercial message without making the entire experience feel like a conventional advertisement.
The communication flow
The visual journey moves from campaign recognition to gameplay and then to the reward context. The gallery below shows the campaign’s available creative assets and interface presentation. Each asset belongs to the same anniversary story, helping the promotion remain recognizable as audiences move between the invitation and the activity.
For brands planning a similar activation, Knock Knock’s Marketing & Communications service can connect the campaign idea, audience journey and creative materials around an agreed business objective. A gamification brief should establish the intended audience, participation rules, reward logic and measurement plan before production begins.
