Attack on Allergy
A Telfast Game by Code Crush
We turned allergy education into an interactive battle game for Telfast (Sanofi). Players fight allergy symptoms, remember 3 key product advantages, and win instant pharmacy vouchers — achieving over 20% engagement and 3x voucher redemption.
Campaign Results
How Do You Make People Remember an Allergy Medication?
Telfast, a leading antihistamine by Sanofi, needed to break through the noise in a crowded pharmaceutical market. Traditional advertising was not enough — consumers scroll past pharma ads, and product benefits are forgotten within seconds.
The goal was clear: create a campaign where consumers would actively engage with the brand, internalize its 3 key advantages (Fast-acting, Long-lasting, Non-drowsy), and convert that engagement into real pharmacy purchases.
Code Crush's answer: turn the product message into a game.
Product Benefits Embedded in Gameplay
Each game mechanic was designed to reinforce one of Telfast's core product advantages, ensuring players remember the brand message long after the game ends.
Fast-Acting
Telfast provides rapid allergy relief. The game reinforces this message by rewarding speed — players must act fast to defeat allergy triggers.
Long-Lasting
24-hour relief in a single dose. The game's progression system mirrors this — one play session delivers lasting brand impressions.
Non-Drowsy
Unlike older antihistamines, Telfast does not cause drowsiness. The high-energy gameplay reinforces this advantage through active, alert play.
How the Game Drives Brand Engagement
Every element of the campaign was designed to turn passive viewers into active participants — and active participants into customers.
Interactive Allergy Battle
Players engage in a fun, fast-paced game where they fight off allergy symptoms. The gameplay naturally introduces Telfast's product benefits through action, not ads.
Memory-Driven Product Recall
The game is designed so players must remember Telfast's 3 key advantages — Non-drowsy, Long-lasting, and Fast-acting — to progress and win rewards.
Instant Pharmacy Vouchers
Winners receive vouchers redeemable at participating pharmacies, creating a direct bridge from digital engagement to in-store purchase and measurable sales uplift.
Mobile-First Web Game
No app download required. The game runs entirely in the mobile browser, removing friction and maximizing participation across all devices.
Over 20% Engagement Rate
The campaign achieved an engagement rate exceeding 20% — far above industry averages for pharmaceutical digital campaigns, proving that gamification drives attention.
3x Voucher Redemption
Voucher redemption expectations tripled compared to traditional coupon campaigns. When rewards are earned through play, customers are more motivated to use them.
From Concept to Campaign in 4 Steps
How Code Crush transformed a pharmaceutical marketing brief into a high-engagement gamified experience.
Strategy & Game Design
We identified the campaign goal: drive product education and pharmacy sales. The game mechanic was designed around Telfast's 3 key advantages, turning marketing messages into gameplay objectives.
Development & Art Direction
The game was built as a mobile-first web experience with custom character art, animated allergy battles, and a reward system tied to real pharmacy vouchers.
Launch & Distribution
The campaign launched across social media and pharmacy networks in Vietnam. QR codes at point-of-sale and KOL (Key Opinion Leader) video content drove traffic to the game.
Results & Optimization
Real-time analytics tracked engagement, completion rates, and voucher redemptions. The campaign exceeded targets with over 20% engagement and 3x voucher uptake.
Games Outperform Traditional Ads
Traditional digital ads struggle with declining attention spans and ad fatigue. Gamification flips the model — consumers choose to engage, they spend more time with your brand, and they remember the message.
- Active participation creates stronger memory encoding than passive viewing
- Game rewards create positive brand associations and purchase motivation
- Zero-download web games eliminate friction and maximize reach
- Real-time analytics provide immediate campaign performance data
- Voucher mechanics bridge the gap between digital engagement and in-store sales
- KOL and social media integration amplifies organic campaign reach
Gamification vs. Traditional Ads
Brands that trust Code Crush
Frequently Asked Questions
Common questions about the Telfast Attack on Allergy campaign and gamified marketing.
What is the Telfast Attack on Allergy game?
Attack on Allergy is a gamified marketing campaign created by Code Crush for Telfast (Sanofi). It is a mobile web game where players battle allergy symptoms, learn about Telfast's three key product advantages (Fast-acting, Long-lasting, Non-drowsy), and win real vouchers redeemable at participating pharmacies in Vietnam.
How does gamification work for pharmaceutical marketing?
Gamification turns passive advertising into active participation. Instead of watching an ad, consumers play a game that embeds product messages into the experience. For Telfast, players naturally learn the three key benefits through gameplay mechanics — making the brand message memorable and the engagement rates significantly higher than traditional digital ads.
What results did the campaign achieve?
The Attack on Allergy campaign achieved over 20% engagement rate and tripled voucher redemption expectations compared to traditional coupon distribution. The game required no app download, running entirely in the mobile browser, which maximized reach and minimized friction for participants.
Can Code Crush build a similar gamified campaign for my brand?
Yes. Code Crush specializes in gamified digital experiences for brands across pharma, beauty, luxury, and FMCG. Each campaign is custom-designed around your brand's messaging goals, target audience, and distribution channels. From mobile web games to interactive 3D experiences, we build engaging campaigns that drive measurable results.
What platforms does the game run on?
The game runs entirely in the mobile web browser — no app download is required. It works on iOS and Android smartphones, tablets, and desktop computers. This zero-friction approach maximizes participation rates by eliminating the barrier of app store downloads.
How are vouchers distributed and redeemed?
Players who complete the game and demonstrate knowledge of Telfast's advantages receive digital vouchers. These vouchers are redeemable at participating pharmacy chains, creating a direct link between digital engagement and in-store purchase, allowing the brand to measure real sales impact.
Ready to Gamify Your Brand?
Code Crush builds gamified campaigns for pharma, beauty, luxury, and FMCG brands. Let's turn your marketing message into an experience people want to play.