As iDEAL (on-line payment method used in NL) was gaining more and more ground and was starting to be used by more and more banks and on-line shops, its owner wanted to make sure that iDEAL will be an even more established brand and the chosen way for this was an on-line game.

Merchants providing the iDEAL option of payment for consumers to buy their products could place a banner on their page, referring to an iDEAL.nl sub site. This banner is hosted on iDEAL.nl and will always be up-to-date (being in line with the latest campaign updates).  The iDEAL.nl website also had a link to the new campaign, allowing users to register and participate to the game.

The target of the iDEAL Campaign was to make sure that iDEAL will be an even more established brand. One way to accomplish this is to raise awareness of iDEAL as a payment method to more and more consumers. The goal of the campaign was to increase iDEAL exposure from 60% to 75% of on-line buyers, by using an on-line game concept. Once the game was launched, more and more consumers in The Netherlands found out about iDEAL and its advantages as an on-line payment method. 

The campaign was heavily depending upon a game. The goal of this game was to open a vault as soon as one gets the opportunity, because within this vault there is a price to win. The only way to open the vault is to be part of a 'winning team'. If a person is in the largest group at a certain (predefined) point in time, every person in this group actually has a chance winning the price. The method to increase the size of the group is to invite friends to join the group and encourage them to invite their friends to the group as well. Everyone who is not in the largest group has no possibility of opening the vault, and has no chance of winning the price.

For the implementation of the game, the Smartpix^© platform was used. In this way, all participants received only one email for joining one group, and were informed of the status of the game and their group rank through the email's banner.