What is Gamification?

What is gamification? Gamification is about adding game mechanisms into a nongame environment, such as a business working space or learning system. It aims to make individuals interact and participate more with everything around them. For example, other co-workers, consumers and even the space they are in. The ultimate goal is to achieve better performance under a brisk atmosphere. Some academics believe gamification will “drastically improve our world by creating a society of healthier, more productive and engaged citizens” (Pavlus, 2010).

Gamification in workplace 

In Steve Crabtree’s article published on Gallup news, he stated that under the Gallup’s new 142-country study on the State of the Global Workplace, only 13% of employees worldwide are engaged at work, 63% are “not engaged”, and the other 24% “actively disengaged”. This shows that workplace is becoming a dreadful space for the employees. Most of them are unwilling to be there. This has become a big global issue and indicates the workplace require a change. As stated in the article, “Business leaders worldwide must raise the bar on employee engagement.” Gamification is one of the solutions to this problem.

only 13% of employees worldwide are engaged at work, 63% are “not engaged”, and the other 24% “actively disengaged”.

Gamification is a great strategy for motivating employees in workplace, it can be applied into many situations where employees would require motivation. This will help to encourage better performances. The game mechanisms set out the goals more clearly and provides directions for employees to follow. It will also allow both managers and the employees to check the progress and identify issues. Some advantages of workplace gamification include satisfaction among workers, a measurable and seeable results, increased employee motivation.

When applying gamification in workplace, the rule should be clear, you should provide information to the employees with criteria, rewards and benefits. An example of gamification in workplace would be setting up a company- wide score board for workplace safety assessments and those who are doing well will get benefit. This will encourage the employees to pay attention reading the safety rules. Another example would be the ERP software. “These systems offer a holistic view of the organization because they reduce information redundancy, offer information in real time, help with process standardization, and improve information flow and communication among employees.” (Alcivar, Isabel & Abad, Andres G. 2016, ‘Design and evaluation of a gamified system for ERP training’, Computers in Human Behavior, vol. 58, May 2016, pp. 109-118.)

Some benefits include improved efficiency, customer service, a total visibility of the organization.    

Gamification in consumer marketing 

The three goals of applying gamification in consumer marketing is engagement, brand loyalty and brand awareness. (Lucassen, Garm & Jansen, Slinger 2014).

Engagement is defined as the emotional connection between consumers and the brand (Rappaport (2007), brand loyalty relates to the attitude and repeating purchase behavior, brand awareness focuses on providing brand knowledge to the end consumer and raising the awareness of brand name among the society.  

 A classic example of applying gamification into the marketing campaign would be a loyalty reward program. As your customer spends money, they will get points until it accumulates to a certain amount, they will get an extra discount. This helps to practice brand loyalty in their mind, providing a sense of belonging to this brand. 

Gamification in production industry

In production industry, most manufactures would focus on safe and slow rather that new and intuitive. (Korn, Oliver & Schmidt, Albrecht 2015). This is why gamification hasn’t really been applied into this area. There are assistant systems such as the ERP, their role is to monitor the work progress and identify any quality problems during the production. There are lesser game elements in these systems. Another reason is that the gamification implements might become a distraction to the workers in their jobs, it could cause a decrease in concentration.

A concept for industrial gamification implementation was introduced in 2012 by Korn. This project focused on how to improve assistive system to provide a more positive working environment for the workers. The design was to keep the game elements simple so it would never be a distraction. After practicing this concept, the users provided positive feedback, they were more motivated by this method comparing to the previous. However, some would question its durability, will this motivation last after a longer period of time? Or whether the use’s productivity will decrease after the removal of the gamification implement

Do you have any examples of gamification for share ?

Share you opinion in comments!

Reference List

1. Alcivar, Isabel & Abad, Andres G. 2016, ‘Design and evaluation of a gamified system for ERP training’, Computers in Human Behavior, vol. 58, May 2016, pp. 109-118.

2. Lucassen, Garm & Jansen, Slinger 2014, ‘Gamification in Consumer Marketing – Future or Fallacy?’, Procedia – Social and Behavioral Sciences, vol. 148, 25 August, pp. 194-202.

3. Korn, Oliver & Schmidt, Albrecht 2015, ‘Gamification of Business Processes: Re-designing Work in Production and Service Industry’, Procedia Manufacturing, vol. 3, pp. 3424-3431.

4.Gallup, I., 2021. Worldwide, 13% of Employees Are Engaged at Work. [online] Gallup.com. Available at: <https://news.gallup.com/poll/165269/worldwide-employees-engaged-work.aspx> [Accessed 29 April 2021].

5. Epic top 10.com .” 26 June 2019. A word cloud featuring “Business”. Available at:  www.epictop10.com or https://www.flickr.com/photos/182229932@N07/48132648023/in/photolist-2gkjpkM-aETDnb-7VJyew-2hXVbWj-7VFiyz-9owXVu-529ogi-8doHmR-9TdCiS-52dCcw-5dyZVu-529maR-dbbuB6-4xT5Qg-6o36Hw-83NT3a-6zNTrZ-xuR7QS-8buUN9-7VFj44-6vQwbx-6F3WAV-bvRQ-9HkDJJ-2hbLaEc-7VFiPF-2k5ZdvK-7VFiJi-7VJyVu-HBNKUD-9owXVL-7VJyES-7rbSNe-XfXPXE-S9z9vm-5jc47c-p4zEUB-zK8HHm-9HoRKD-7aUTDP-8RYrvm-2qTWFf-3bM2V6-cgWum-8HHLnn-WDMXKJ-TgL2MS-7tSe1o-4zHzkL-ME2Cgd

https://www.rooftophoney.com.au

Background 

Rooftop honey is a company started in Melbourne in 2010. Their goal is to raise the awareness of the importance of bees in our society. The rooftop honey aims for the problem of sustainability. Bees have a really significant place for guaranteeing biodiversity in our world. 75% of our crops depend at least in part on bees. (Barilla centre July 19, 2019) In the current state, bees population is largely decreasing. Rooftop honey focuses on bringing the bees and honey into our daily life and promoting local honey sales. Australia is the fourth largest exporter of honey in the world after China, Argentina and Mexico. This industry is a huge contributor to the economic develop of rural areas. (Victoria Farmer’s Federation, 2019) The Australia honey industry now produces around $90 million annually. In an average year, Australian beekeepers produce between 25,000 and 30,000 tonnes of honey. (Australian honey bee industry council) The rooftop honey are bringing and their brand into city by placing hives on the roof space of shops, restaurants, cafes etc. These are places people would visit in their everyday life, the customers can see how their honey are made. The price of rooftop honey is $14.95 per 280g, and ethical honeys are $14.95 per 500g. They also have various bee wax products for sale. This price is acceptable for most people. However, this year is a hard year for everyone. The Covid-19 hit Melbourne hard, with all the shops closed and people home bound, it will be very hard to sell local honey. However, the rooftop honey can use this as an opportunity to put the idea of “supporting the local” out, hence helping to recover local economy. This brand very much fits the image of the nurturer, ‘driven by their need to protect and care for others’ (Sparkol 2015). When we think of honey, it is always very heart warming, and with the idea of helping sustainability in our society, and providing support to the community after the hit of Covid-19, it will fit the rooftop honey brand the most. 

Objectives 

The rooftop honey can attract customers through affection. By connecting to the customers emotionally, the customers are more likely to purchase their product, as by purchasing they are also helping the planet’s economic environment and saving the bees. The idea of how small actions by us can change the big world is heart touching.  

Target audience 

The target audience will be most Melbourne’s residents, aged 35-44, both male and female, which is 14.3% of the 439,087 population in Melbourne. (Australian Bureau of Statistics, 2019) The audience should be working either part-time or full-time, earning a salary above 50,000 p.a. These people would be very conscious to the environmental issues and are willing to pay for eco friendly products. These audiences will buy the rooftop honey’s products. They will be very happy to know that they helped the world to become a better place. 

Single minded proposition 

“LOVE from rooftop” 

“The sweetness starts on the ROOFTOP” 

“Natural sweetness from rooftop”

“Eco Bees”

“Pollinators of sweetness”

Substantiation 

“Bees and other pollinating insects are indispensable for guaranteeing biodiversity and achieving Sustainable Development Goals. But they seriously risk extinction.” (Barilla Centre, 2019)

“We need bees. We may take them and other pollinators like butterflies and hoverflies for granted – but they are vital for stable, healthy food supplies. They are key to the varied, colourful and nutritious diets we need and have come to expect. “(Friends of the earth, 25 Jul 2017)

There are more than 800 wild bee species within Europe, seven of which are classified by the International Union for Conservation of Nature (IUCN) as critically endangered. A further 46 are endangered, 24 are vulnerable and 101 are near threatened. (The Conversation, August 2019)

Tone of voice 

Bees are facing extinction, you have the power within you grip to save them, will you do it or not? 

Media requirements 

30 seconds instastory 

Mandatory 

Logo, SMP, Social media (Instagram, Facebook) and website address

Reference list 

Sparkol 2015, ‘The 12 brand archetypes all successful businesses are built on’, weblog post, 1 September, retrieved 3 May 2020, <https://www.sparkol.com/en/blog/the-12-brand-archetypes-all-successful-businesses-are-built-on>

Barilla Center 2019’Save the bees for a sustainable development’retrieved July 19, 2019,<https://www.barillacfn.com/en/magazine/food-and-sustainability/save-the-bees-for-sustainable-development/>

Victoria farmers federation 2019,’HONEY PRODUCTION IN AUSTRALIA’ retrieved 2019<https://www.vff.org.au/vff/Industries/Horticulture/Beekeepers/Honey_Production_in_Australia/vff/Industry_Groups/Horticulture/Beekeepers/Honey_Production_in_Australia.aspx?hkey=bbb529de-9155-4a9f-b513-dd5fff5ad336>

Philip Donkersley 2019, ‘Bees: how important are they and what would happen if they went extinct?‘, retrieved 20 August 2019,<https://theconversation.com/bees-how-important-are-they-and-what-would-happen-if-they-went-extinct-121272>

Friends of the earth, ‘ why do. we need bees? ‘ , retrieved 25 Jul 2017  , <https://friendsoftheearth.uk/bees/why-do-we-need-bees>

Regional Population by Age and Sex, Australia, 2019, Victoria, retrieved 28 August 2020, <https://www.abs.gov.au/AUSSTATS/abs@.nsf/Latestproducts/3235.0Main%20Features152019?opendocument&tabname=Summary&prodno=3235.0&issue=2019&num=&view=>

Australian Bureau of Statistics 2018, 2016 Census QuickStats: Greater Melbourne,Australian Bureau of Statistics, retrieved 3 May 2020, <https://quickstats.censusdata.abs.gov.au/census_services/getproduct/census/2016/quickstat/2GMEL?opendocument>

Australian honey bee industry council 2014, The future of the beekeeping and pollination service industries in Australia, retrieved 31 march 2014, <www.honeybee.org.au>

STEP 1 Facebook outdoor advertisement

Headline: Fake news is not our friend.

New Body : We employing fact-checker globally and improve cutting-edge technology for identifying fake news. Bringing you the authentic news is our responsibility.

Call to action: Find out how we’re addressing the spread of fake news by going to fb.me/fbchangesAU

Insert: Facebook logo

Step 2 (reducing it to 6-10 words): We check the facts so you can enjoy the authentic news.

Step 3: Identifying problems in advertisement:

1. The connection between celebrities and AD topic is not strong. Because Pharrell William is usually gives people a relaxed state, like his Music and sneakers. But this AD is serious. While his image may appeal to most young people, it. is not a good way to promote serious issues.
2. There are too many text in the AD, people may feel this AD is wordy. And this make the subject less clear, losing people’s attention.
3. There is no good WARNING about the dangers of talking on the phone while driving. It should have more consequences of doing so, this can be a more effective way of reminding people not to drive and talk on the phone.

step 4 : creating headline

Mothers aged 30 – 50

1. Your child is waiting for you. Focus on driving !
2. You only live once, don’t text and drive
3. life is held in your hands. don’t text and drive
4. A moment can take you life or bring you home safely
5. Text and drive on the phone is a gamble of your life
6. Your family is at home instead of on your phone
7. Don’t let car accident news appear on your phone
8. Text and drive means you never see your child AGAIN!
9. Back home safely or be dead
10. Sending a last word to someone?

Step 5: Chosen headline

Your family is at home instead of on your phone

I will choose this one,“Your family is at home instead of on your phone”. Because in my target audience , everyone CARES about their family very much. And this headline is simply and explicitly tell the audience do not text and drive. It will alert them.

Rooftop Honey

product

Audience

Trend spotting

This week we need to research a hat brand which is called City Hatters https://www.cityhatters.com.au

Background: city hatters is a shop in Melbourne that sells a variety of hats. And it is over a hundred years.

Target audience:  young people, between 20-30. Be interested in fashion.

objectives: Increase awareness and let more people know about the store. Encourage customer to purchase the product.

Background
The avozilla is new to the fresh good category and, aside from some news coverage, there is very little awareness. The product is in direct competition with regular avocado varieties, which have a lower price point. Potentially the concern may arise that a bigger avocado might not taste as good as well-known varieties. It should be noted that Australian consumers are often open to trying to products, i.e. they have a low risk avoidance (Hofstede Insights n.d.). The avozilla brand will reflect the attributes of the warrior archetype, as it has benefits for those with an ‘alpha’ outlook who work hard at saying on top of their busy, health-focused lives.

Proposition 

Made big for your healthy lifestyle

Substantiation

• You get 18 slices out of the avozilla, as opposed to 4 in a regular avocado
• Delicious buttery taste with all the same good fats and vitamins as other varieties

Tone of voice

Powerful, energising, positive.

Media requirements

Television, social media display ads, outdoor.

Mandatories

Logo, web address.

16 different LOGO

TOP 3 Design

In first one, I still use the element of Godzilla. Godzilla is the king of the monster, and Avozilla is king of the avocado. as well as Godzilla show the obedience to Avozilla.

Second one, I also use Godzilla to create the poster. I want to tell audience, they are king of the monster and avocado, respectively.

last one, I add some comedy factor. Because Avozilla is 5 time of regular Avocado, so the avocado kneel on the floor and show obedience to the new “KING”