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Creating the journey of a lifetime
Embracing the ultimate challenge of 2022, Just Eat Takeaway (JET) aimed to boost their courier team for the winter while adding some extra zest to the couriers' journey.
Play a game while waiting
That's where the Courier Mission Game enters the scene: JET rolled out this game across 11 countries. Their mission? To amp up brand loyalty, spark excitement with an engaging online game, and keep spirits high. All while ensuring top performance during the chilly winter months. Why a game, you wonder? Well, JET thought: let's keep our couriers entertained during those 'lost' moments as they wait for orders to roll out.
So, how did it work? Couriers had to hit their weekly goals to unlock the play link, which had an expiration date, and it was reset every week. To join the game, they had to conquer the previous week's challenges. And the best part? There was no cap on winners – a minimum of 5 champs every week, but the sky's the limit!
What about the end results?
38% of their fleet played the game at least once (excluding Germany, where it was an impressive 47%). Spain boasted the highest participation rate, and Italy experienced the most significant gain at 18%. Remarkably, 45% of Courier Mission players express a high likelihood of recommending working for JET.
In summary, the Courier Mission Game successfully boosted brand loyalty, kindled enthusiasm, and maintained high spirits during the winter.
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