The main goal of organizing the prize game “My VAT # My prize” was to strengthen the fiscal discipline. The citizens had the opportunity to receive one of the cash prizes of up to 3,000,000 denars when scanning their fiscal receipts, which was a motivation plus to seek and scan and thus reduce tax evasion which is harmful to the economy.
Our approach was to create a comprehensive and consistent strategy tailored to both traditional and social media by optimizing creative solutions that would ensure that the content will reach the right audience at the right time on the right channel.
By combining informative and educational content, interacting with the audience and using the latest trends in social media communication, we managed to attract the public and stimulate their participation in a short period of time.
Since the beginning of the opening of the social media profiles for the prize game, we have generated a base of more than 10,000 fans on Facebook and Instagram separately, and in just three days from the launch, the prize game “My VAT #MyPrize” managed to triple the numbers: scanned over 60% more fiscal receipts per day compared to the pre-game average (from 260,000 to 400,000 per day on average), increased VAT collection by 15%, compared to the average before the start, three times more new users of the mobile application on a daily basis.
The number of daily scanned fiscal receipts continued to grow in the following period as well and exceeded the number of 600,000 scanned receipts on average per day.