IZIPIZI — CASAGRANDE

The OpportunityDeGusto brought together visitors, entertainment and brands in a shared festival environment. For Maison Lunette, we explored how IZIPIZI could encourage visitors to discover the brand through a playful activity integrated into the festival itself.

The Concept: A treasure hunt hidden in plain sightWe created a treasure hunt around the seven letters of IZIPIZI, hidden throughout the festival. Each discovery brought participants closer to completing the brand's name and unlocking a reward.

From venue to playgroundPhysical letters and branded installations became interactive touchpoints throughout the festival. People could discover each letter, scan its QR code or enter a short code to collect it. Shotout to Rodri for assembling the signage :)

Collecting the experience, one letter at a timeWe designed a mobile-first experience where participants could collect letters, track their progress and receive immediate feedback after each discovery. The interface followed IZIPIZI's playful but minimalist identity, so everything feels the same experience.

Game Mechanics: Making discovery worth pursuingThe objective was simple: find and collect all seven letters. Each successful scan updated the collection board, encouraging participants to continue exploring.

A real rewardCompleting the collection unlocked a final reward experience, connecting digital participation with a tangible brand incentive. We developed a flexible reward system supporting generated codes, predefined code pools and shared benefits for different activations.

Designing the SystemWe developed a configurable platform combining event management, permanent QR codes, phone authentication, collection tracking and reward administration. The system was designed to support future activations with minimal changes.

Results & LearningsThe activation registered 99 participants, with 13 completing the seven-letter hunt, achieving a 13.1% completion rate. With an investment of UYU 10,000, the experience provided real-world participation data and a starting point for improving progression and completion in future editions.