Next Level Deliveries
A strategically designed video game concept that evolved into a brand hero and took over every touchpoint, from digital to television.
Background
BOX NOW is revolutionizing parcel delivery. With smart solutions such as convenient 24/7 pickup and fast, affordable services, the brand directly addresses and eliminates the key pain points that make the traditional shipping experience time-consuming and frustrating for consumers.
Challenge
To showcase the downsides of traditional shipping (queues, limited opening hours, complicated pricing) clearly and to creatively position BOX NOW as the way to overcome them. Our goal was to develop an idea that checked all the boxes: straightforward, engaging, impactful and versatile enough to adapt across all communication channels.
Objectives
The campaign aimed to increase brand awareness, to differentiate BOX NOW from traditional shipping competitors and establish it as the smart, modern, simple and consumer-friendly solution for parcel delivery through a contemporary and compelling creative language.
Creative Idea
The process of a parcel delivery was transformed into a video game adventure. Our hero’s quest is simple, but he has to overcome the “obstacles” of traditional shipping in order to win. BOX NOW’s USPs act as “power-ups”, giving our hero the strength to conquer every challenge and emerge victorious by completing his mission. This is how BONO was born. He embodies everything that makes BOX NOW different and continues to evolve with the brand ever since.
Social Media
Level One: Activate the Players
The campaign launched on social media with a teaser inspired by a video game loading screen and the message “New Level of Deliveries,” cultivating curiosity and creating buzz. Static posts then expanded our game’s universe, showing how BONO overcame the obstacles of traditional shipping, weaving BOX NOW’s benefits to an engaging narrative. Short video cutdowns followed, optimized for social feeds, amplifying reach and maintaining high engagement throughout the campaign.
The average cost per view was €0.006, lower than the benchmark of €0.01.
The average cost per 1,000 impressions was €1.29, lower than the expected €2.
40.2% of users watched the video until the end, significantly higher than the 15%-25% benchmark.
Website
Level Two: A Hero Rises
BONO’s journey continued and he took on another leading role on BOX NOW’s website. He was integrated as an AI chatbox to welcome and assist users, while also appearing on hero banners, social media posts and starring on the parcel size page to ensure visual consistency. This directly tied the brand’s storytelling to feature utility, making BONO part of the everyday user experience.
TV Campaign - The Final Boss: Mass Awareness
The campaign culminated with the adaptation of the video game concept into a TV spot. This introduced BONO and the BOX NOW universe to audiences beyond the digital space, driving mass awareness and validating the brand’s strategy for a fully integrated cross-channel presence.
Audience
Expansion
Beyond Boarders
Expansion Pack: Hero's Journey
The campaign’s impact quickly moved beyond the local market. Strong results and positive audience reception led to a regional rollout, with the creative adapted into Croatian and Bulgarian, airing across television and digital channels in both countries. This expansion reinforced the campaign’s success and established BONO as a versatile brand asset with cross-market appeal.
