Think you can win 10M miles with just a blink? Chocolate Finance thinks so

Chocolate Finance is introducing a new gamified campaign aimed at engaging consumers through simple, mobile-first interactions, as financial brands continue exploring alternative ways to capture attention in a crowded digital landscape.

The campaign, titled "The Chocolate Games", will run from 27 April to 6 May and offers participants the chance to win a share of up to 10 million HeyMax miles. The rewards can be redeemed for flights, hotel stays, vouchers and other travel-related experiences.

Positioned as a first-of-its-kind initiative within Singapore’s financial services sector, the campaign centres on a microsite featuring four mini-games designed around basic smartphone actions: blinking, tapping, swiping and shaking. Each game takes under a minute to complete and does not require prior skill or financial knowledge.

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Participants can play multiple times daily, with only their highest score counted. The top 50 players per game each day will receive miles, resulting in 200 winners daily and 2,000 winners over the 10-day period. Additional mechanics such as daily streaks, referrals and social sharing allow players to improve their rankings.

Leaderboard updates will also be published daily via Chocolate Finance's Instagram Stories and campaign site, supported by targeted email outreach to both new and existing users.

The campaign will culminate in a livestreamed grand finale on 10 May, where top players from each game category will compete for 250,000 miles per game.

According to Walter de Oude, founder of Chocolate Finance, the campaign is intended to challenge perceptions that managing money needs to be complex or time-consuming.

“Many people think managing their spare cash needs to feel complicated. We wanted to challenge that and have some fun along the way," he said. 

"Everyone can blink and swipe, which means everyone can play. It’s incredibly easy to get started, and genuinely rewarding to win. When it’s this easy to participate and win, more people are willing to explore, and that’s what makes the Chocolate Games unique,” added Walter.

In tandem, chief creative officer Anushka Yadav added that the campaign was designed to prioritise engagement over traditional advertising formats.

“We didn’t want to make another financial ad that people scroll past,” she said. “The Chocolate Games started as a creative provocation — what if growing your money was also the most fun thing on your phone? Every design decision, every game mechanic flows from that idea. We didn’t build a campaign about Chocolate Finance. We built an experience that is Chocolate Finance."

The Chocolate Games is open to Singapore residents aged 18 and above and is free to play. While non-users can participate, winners must open a Chocolate Finance account and link it to HeyMax to receive their miles.

The campaign reflects a broader trend of financial services brands experimenting with gamification and interactive formats to better engage younger, digitally native audiences. Earlier this month, HSBC Life Singapore introduced its “True wealth guardians” campaign, using blind-box collectibles and completion-driven mechanics to encourage customers to think more holistically about financial planning. The initiative leaned on curiosity and discovery, reframing wealth management as something to be explored rather than instructed.

Similarly, Maybank Singapore has turned to interactivity in its “Served your way” platform, bringing its brand to life through murals across the city paired with digital experiences that allow users to “step into” the artwork. By combining physical installations with shareable content, the campaign shifts audiences from passive viewers to active participants, while reinforcing the bank’s focus on personalisation and everyday relevance.

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