Turning cybersecurity into an interactive experience for IGEL.
Fuel partnered with IGEL to design and deliver a standout “Security Campaign in a Box” — a creative, gamified experience that turned complex cybersecurity messaging into an engaging, interactive story. The campaign not only educated participants about ransomware threats but also positioned IGEL as a thought leader in endpoint security.
Brief.
IGEL wanted a campaign that could cut through typical security marketing by engaging audiences in a memorable and interactive way. Fuel was tasked with creating a complete Campaign in a Box package, including overarching messaging, creative assets, social and email content, and an accompanying microsite. Alongside this, we developed a unique gamification layer inspired by the classic Clue/Cluedo format, where participants solved a ransomware-themed mystery.
Challenge.
The challenge lay in transforming technical cybersecurity themes into something approachable, educational, and genuinely fun. The campaign needed to stay true to IGEL’s professional brand while using humour and storytelling to boost engagement. Managing multiple layers — from campaign assets and narrative development to microsite functionality and gamified mechanics — required close coordination, creative precision, and technical expertise.
Result.
Fuel delivered a fully realiSed, end-to-end campaign that blended storytelling, design, and interactivity. The microsite invited users to register, follow clues across emails, presentations, and follow-up content, and submit their final guesses to win a prize. The experience encouraged learning through play, making cybersecurity awareness both engaging and memorable. The campaign assets — including emails, social banners, remarketing creatives, landing page content, and execution guides — provided IGEL and its partners with a ready-to-launch toolkit. The result was a truly differentiated digital campaign that stood out in the security space.
