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THE CHALLENGE

UNiDAYS needed to keep student audiences engaged with brand discounts through the Euros one of the busiest promotional periods of the year. Standard single-offer campaigns fatigue quickly, and Gen Z's habits made it harder: 71% discover products via social media, 41% prefer short-form content, and attention is driven by emotion and FOMO rather than static messaging.

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How do you keep Gen Z engaged with brand discounts during one of the busiest promotional moments of the year?

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THE RESULT
 

  • +43% increase in click-throughs to retailer sites

  • +36% increase in discounts actually redeemed

  • Students returned repeatedly, confirming the "hook" mechanic worked as intended

  • Created shareable social moments that extended reach organically beyond paid placement

  • Delivered a globally adaptable format, easily localised across regions and languages


"The campaign delivered a strong uplift in click-throughs to brand partner sites, with engagement peaking as new offers were revealed. Its high-energy creative system made the campaign memorable, flexible and easy to refresh across each phase without losing consistency."

Insights into Gen Z's engagement habits shaped a strategy driven by energy, fun and nostalgia built to flex across brands, markets and languages.

HOW WE GOT THERE
 

  • Gamification: an interactive "sticker book" mechanic made offers feel collectable and time-sensitive

  • Rounds: the campaign unfolded in phases, introducing new colours, products and prizes to reduce fatigue

  • Visual system: bold type, sticker-style offer cards, colour waves, halftone textures and retro football references

  • Modular & global: offer cards, hero graphics and round markers could be swapped and refreshed quickly, translating across languages and markets without losing campaign energy

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THE IDEA

Built around a simple behavioural insight: Gen Z engagement increases when content feels fast-moving, playful and reward-led. Rather than presenting offers as static promotions, the strategy reframed them as part of a live, football-inspired experience using anticipation, surprise and FOMO to give users a reason to keep checking back.

Laura Gorny, Marketing Manager

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Screenshot of Arch's Creative live site, showing
he segmentation and positioning strategy in use.
Site design and build by Arch Creative's team.

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THE IDEA
Offers became part of a live, football-inspired game anticipation and surprise gave students a reason to keep checking back.

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THE CHALLENGE
Standard single-offer campaigns fatigue fast and Gen Z's attention runs on emotion and FOMO, not static messaging.

Strategy Case Study_01.png

How do you keep Gen Z engaged with brand discounts during one of the busiest promotional moments of the year?

PAPER 7.png

HOW WE GOT THERE
A collectable "sticker book" mechanic, rolled out in phases, with a bold retro-football visual system built to refresh fast.

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THE RESULT
+43% click-throughs,
+36% redemptions, and a format that translated cleanly across languages and markets.

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