AFAS Software.

At AFAS Software, the annual year end campaign always needs to stand out. From a company vision perspective, the activation has to be digital, while still including a tangible physical element. It cannot be just another online campaign. There needs to be something people can actually hold or experience offline.

Everyone was a winner. That guaranteed a positive brand experience with every single interaction.

The concept: Scratch and win

Together with XIS, they launched an interactive scratch and win campaign. A simple and accessible game mechanic that instantly invites people to participate without complicated steps.

Iedere deelnemer was winnaar. Dat zorgde voor een positieve ervaring bij elke interactie met het merk.

The prizes combined physical and digital rewards.

Physical prizes

• An AFAS coffee mug


• Duo tickets for the AFAS Dome

Digital prizes

• A curated Spotify playlist


• A festive recipe overview

This mix perfectly connected digital interaction with tangible brand experience.

How it worked

After scratching and discovering their prize, winners submitted their email address. This allowed AFAS to contact them and arrange collection of their physical reward.

The result was a smooth follow up process combined with valuable data capture. No long forms. No unnecessary steps. Just a logical and user friendly flow.

Multi channel distribution

The campaign was rolled out across:

• Instagram


• LinkedIn


• Email newsletter


• A dedicated page inside the customer portal

This ensured broad reach across both internal and external audiences. Employees, customers, prospects, and followers all interacted with the same playful concept, each through their preferred channel.

The results

• 1044 views


• 648 plays


• 100 percent win rate

More than half of all viewers actively participated. A strong indicator that a simple, rewarding game concept can significantly boost engagement when the barrier to entry is low and the incentive is attractive.

Why this works

This case shows how you can successfully combine:
Digital interaction
Physical brand experience
Lead capture
Multi audience deployment
A scratch and win campaign is not just a game. It is a smart way to generate engagement, collect data, and create a positive brand moment.
For AFAS Software, it resulted in a year end campaign that fully aligned with their digital first vision, while still feeling tangible and personal.