Fletcher Living helps Kiwis find their neighbourhood match with Pick a Patch

Fletcher Living has created a new way for Kiwis to find their ideal neighbourhood to bring their home ownership dreams to life.

Launched via South Island agency Plato, Fletcher Living’s new interactive game ‘Pick a Patch’ is an 8-bit style cartoon game that uses questions and animated characters to work out which Fletcher Living development best matches the player’s lifestyle preferences.

A suite of detailed 2D pixel art sprites and add-ons help players envision their lifestyle by selecting and customising things such as family members and pets, regions and settings (e.g., urban and rural), amenity needs, and hobbies.

As players make their selections throughout, the game assembles and animates their choices in real-time, creating an animated scene. Players can personalise their gaming experience, blending creative storytelling with a depiction of their dream lifestyle.

Harnessing digital and data

“We were really impressed with Plato’s blended approach to creativity, technology and data, all wrapped up in a fun and clever user experience – our customers are loving Pick a Patch!”, says Fletcher Living’s Digital Strategy and Enablement Lead, Chris O’Brien.

Plato Partner, Mike Walker says, “Pick a Patch will play a key role for new customer acquisition within Fletcher Living’s digital marketing strategy, which is focused on harnessing the power of digital, data and their brand to nurture long term valuable relationships with customers and prospects.”

Plato’s Digital Lead on the project, Will Dawber says, “We recommended an integrated approach for the game as this allows us to provide buyers with a more cohesive end-to-end experience, and to leverage existing content structures. It also provided other benefits such as improved longevity, better end-to-end tracking and the opportunity for a more advanced UX and UI design.”

Pick a Patch is a web-based game, accessible on both desktop and mobile devices. The audience is predominantly mobile based so the game has been designed with this in mind to ensure that it’s optimised for fast loading times and a smooth user experience across devices. As first party data is being captured throughout the game process, protecting user data is paramount, so additional security measures have also been implemented.

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