Results and Effectiveness

Pyrata movie was one of the top rated kids programs on Cartoon Network. The gaming league got 160,000 registrations to become country’s biggest gaming league for kids. There were over 1.2 million game plays and 2 million page views leading to as many brand interactions. PPGL became so popular that the Pyarata Game CDs and Paddlepop merchandise were sold along with the ice creams to generate extra revenue for the brand. Walls portfolio exceeded sales by 30% before end of summer season. The adventure and thrill attached to Paddle Pop got kids 'gaming' a lot more.

Creative Execution

A unique two step strategy to befriend with the kids and then play with them was designed to engage with the kids. We created a fantasy world of paddle pop & brought it to life it in form of an animated movie “Pyrata”. The movie which was premiered on no.1 kids TV channel showed paddle pop lion rescuing his kingdom with the help of ice creams. After making friends with the kids the brand decided to play with them. Paddlepop gaming league based on the lion’s adventure was launched which had a six city format similar to that of popular Indian premier cricket league. Kids from each city battled online to become city gaming champions. These city champions then competed on-ground for national title. The league was promoted through School contact program, TVC, Radio & its scores were displayed live on TV. The campaign reached 70% of its target audience.

Insights, Strategy and the Idea

India has over 200 Million kids between age 6-12 representing the purchasing power of 30 Mn $. With this opportunity at hand, Walls entered the kids’ segment with PaddlePop in ice-cream portfolio in 2008 and positioned it on the platform of fun and adventure. After doing traditional advertising in its launch year the brand registered low awareness levels of 1% and the kids failed to see brand as a ‘partner in fun and adventure’. The marketing objective was to increase the awareness of PaddlePop by engaging with kids during their summer vacation period (peak sales time for the brand). Scorching summer heat during this period deprived the kids of their outdoor activities and left them looking for fun filled in-home options. Two most preferred activities by kids; adventure movies and virtual gaming were used create an in-home engagement platform for them during their summer vacations.