ONLINE GAME ABOUT POPULATION CENSUS AMONG TAGLINE AWARDS TRIUMPHANTS

CrosDigital interactive project for Rosstat won the "Online Game" nomination of Tagline Awards 2020-2021. Bronze and silver awards went to our colleagues – the Voskhod, RedMe, Picturer agencies with a project for Avito.Tech.

The All-Russia Population Census is a complex and large-scale project, requiring careful elaboration in terms of increasing people’s loyalty and interest. The CrosDigital team found a solution for this challenge in gamification – an original way of interacting with the audience and telling about the census in an informal and entertaining way. The quest genre of the game contributes to prolonged and attentive watching of the screen, which means that the person can study in detail how a census taker looks, and remember the census’ visual identity. This can make him or her feel more confident when participating in the census as a respondent.

To increase engagement, the time to complete each level was limited, and the list of items to be found is generated randomly. The game contains many references to popular culture phenomena, as well as familiar from childhood fairy tales and cartoons. Users can register to share their result and to get rated among the best players, or they can play without registration at https://www.strana2020.ru/game/