Game promo
Maersk’s cold chain solutions help your perishables go all the way without compromising on freshness. What if we had to convey this through a game?
The parameters for the game were to ensure simplicity in use, have great recall and shareability value, be extendable and support in lead generation.
The answer – Fruit Frenzy. Inspired by classic side-scrollers, players must dodge disruptions like heat waves, traffic bottlenecks, and breakdowns – while collecting bonus points by passing Maersk cold chain assets like trucks, ships, planes, and cold stores. The goal? Arrive at the supermarket fresh, vibrant, and unblemished to score big.
Visual Direction
We kept the visuals vibrant and made the dynamic background resemble roads of familiar neighbourhoods. We built different avatars for the players (mango, avocado, orange and banana) to maintain the change in journeys. From cold chain disruptions like uneven roads to in-game callouts, we made sure the game was interactive and engaging – while keeping in line with Maersk’s brand guidelines.
Execution
In addition to the game journey, we added extra aspects to enhance engagement within the game:
Progressive Difficulty: Introduce trickier routes in later levels.
Mini Pop-Ups: Brief facts appear when players correctly jumps over a disruption or passes a Maersk asset: “Did you know: Strawberries can lose 70% freshness if not stored under Controlled Atmosphere”
Theme Variants: Region-specific backgrounds (e.g. Latin America, APA)
Holiday themes (e.g. Chinese New Year; or Africa Fruit Logistica Special).
Gamified Lead Capture: Players get a cold chain expert badge or downloadable fruit freshness checklist after submitting contact details.
Referral Challenge: “Invite a colleague and both of you get bonus points.”
Social Integration: Shareable scorecards.
Key visuals
