Neakivaizdinis Vilnius
Vilnius Peaks
Gamification
2025
Celebrating Vilnius from new heights: connected 5000 participants with 11 panoramic locations.
Overview ⸻
Vilnius, a Lithuanian capital known for its charming Old Town and green spaces, holds secrets above street level. For the 6th birthday of "Neakivaizdinis Vilnius", we embarked on a project to unlock a new dimension of the urban experience: the city's rooftops.
Challenge ⸻
The challenge was to grant public access to normally inaccessible panoramic viewpoints, encouraging residents and visitors to see Vilnius from an entirely fresh perspective. We wanted to create a sense of discovery and vertical exploration, celebrating the city's unique topography and modern architecture.
While not a city of towering mountains, Vilnius is rich in character and surprising elevations. We saw an opportunity to turn its diverse architecture into urban "peaks," inviting everyone to explore.
Together with "Neakivaizdinis Vilnius" and building partners across the city, we conceived "Vilnius Peaks" – an urban orientation event that invited participants to ascend to 11 select rooftops. The total combined height of these locations reached an impressive 633.39 metres, equivalent to scaling two Vilnius' TV towers or twice the height of Aukštojo Hill.
To add a layer of engagement and reward exploration, participants were encouraged to collect a special "Vertical Collection" sticker at each location. Those who chose the active route and took the stairs were rewarded with a coveted gold sticker, adding a gamified element to the ascent.
Solution ⸻
Results ⸻
The response was phenomenal. The event saw 5000 visitors eager to gain a new vantage point on their city. This enthusiasm translated into significant movement across the various locations, with a remarkable total of over 20,000 visits recorded throughout the day. While around of 30% of all visitors chose to take stairs to get to the top.
"Vilnius Peaks" transformed the city into a vertical playground, demonstrating the power of simple, accessible experiences to engage a large audience and foster a deeper connection with the urban environment. It was a true celebration of Vilnius, viewed from its stunning peaks.
Partners ⸻
Business Stadium West
Business Triangle
Darnu Group
Eastnine
EIKA Group
Flow
Hanner
YIT Lithuania
Paupys Business Home
Saulėtekis Tech Park
Sky Office
Solo Society City House Vilnius
Vinted
