How Elisa Generated Thousands of Leads in Just 2 Days with an Interactive Cyber Security Test Campaign

Elisa Eesti’s marketing team generated thousands of qualified leads and achieved a 90% completion rate by implementing an interactive “Security Test” campaign that replaced traditional awareness messaging with gamified education during Cyber Security Month.

What Marketing and Awareness Challenge Did Elisa Face?

As technology evolves, so do cyber threats. For Elisa Eesti — part of the global Elisa Group — Cyber Security Month in October presented a critical opportunity: raise awareness about online threats while increasing antivirus sales.

But educating customers about cybersecurity isn’t simple. Many people believe they can recognize phishing emails or scams — yet still fall victim to them in real-life situations. Elisa needed a way to both test and expose these vulnerabilities while creating a measurable business impact.

The marketing team wanted a campaign that would:

• Increase Cyber Security Awareness: Educate customers about real-life threats like phishing, tech support scams, and unsecured Wi-Fi.
• Generate Qualified Leads: Identify customers who may need stronger antivirus protection.
• Launch Quickly with Limited Resources: Execute the campaign within a tight schedule without heavy development work.

“At first, the marketing team was sceptical about the campaign,” the team later shared. Traditional awareness campaigns often struggle to convert engagement into measurable leads.

Without an innovative approach, Elisa risked running a generic awareness campaign that would fail to differentiate their offering or produce tangible results.

How Did Interactive Gamification Help Elisa Solve Their Marketing Challenge?

Elisa launched an interactive “Security Test” personality quiz designed to simulate real-world cyber threats while assessing users’ vulnerability levels.

Interactive Personality-Based Security Test

The campaign took the form of a personality test — but instead of revealing character traits, it revealed participants’ cybersecurity risk levels.

Players answered scenario-based questions reflecting real-life cyber threats: phishing emails, fake customer support calls, hacked social media accounts, unsecured Wi-Fi networks, and tech support scams.

This approach transformed passive awareness messaging into active participation. Players weren’t just reading about threats — they were challenged to identify them.

The campaign educated users while simultaneously identifying those most likely to benefit from their antivirus solutions.

Rapid Deployment with Minimal Resources

Time was a critical constraint. Typically, building an interactive campaign from scratch requires weeks of development and cross-team collaboration.

Using the Optimove Minigames software, Elisa built and launched the entire campaign in just two days.

This eliminated heavy technical dependencies and dramatically reduced labor hours. “Using the software, Elisa was able to publish the campaign in only a matter of days,” the team explained — saving both time and budget.

Educational Content That Drives Engagement

The questions were carefully crafted to reflect real-world cybersecurity risks relevant to both Elisa and its customers.

Participants reported that the game was engaging and required real thinking to distinguish fraudulent messages from safe ones. The campaign successfully balanced education and entertainment — a key factor in maintaining user attention.

Public feedback confirmed that players learned new nuances about cyber scams and phishing while interacting with the test.

What Results Did Elisa Achieve with the Interactive Campaign?

Thousands of Qualified Leads

The campaign resulted in thousands of new leads, providing Elisa with a strong pipeline of potential customers.

The marketing team, initially skeptical, quickly changed its perspective after seeing the results. Gamification proved not only an engagement tool but also an effective lead-generation engine.

90% Completion Rate

Analytics showed that 90% of participants completed the entire test, an exceptionally high engagement rate for digital campaigns.

This completion rate indicates that users found the content compelling enough to stay until the end — validating the effectiveness of the interactive format.

140-Second Average Interaction Time

The average interaction duration reached 140 seconds, demonstrating deep engagement with the educational content.

Rather than skimming through information, users actively processed real-life cyber threat scenarios. The time invested in crafting relevant, thought-provoking questions clearly paid off.

Operational Efficiency: From Idea to Launch in 2 Days

Beyond marketing performance, the campaign delivered operational impact.

Elisa moved from planning to launch in just two days, avoiding weeks of development work and cross-team coordination. The team saved countless hours of labor and high costs while delivering measurable business results.

Who wouldn’t love that?

Turn education into engagement — and engagement into leads

Discover how interactive campaigns can generate qualified leads, increase awareness, and launch in days, not weeks. Contact Optimove to request a demo.