PAC-MAN RETURNS – WITH SUPERIOR GERM PROTECTION!

TitlePAC-MAN RETURNS – WITH SUPERIOR GERM PROTECTION!
BrandUNILEVER
Product / ServiceLIFEBUOY
CategoryA04. Mobile Games
EntrantMINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA
Entrant Company MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA
Media Agency MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA

Credits

Name Company Position
Chan Sheow Vern Unilever Communication Channel Manager
Tanya Teng Unilever Brand Manager
Sue Ho Mindshare Executive
Aileen Chew Mindshare Senior Executive
Sarah Boey Mindshare Manager
Looi Yew Mun Mindshare Manager
Cheng Lin Nah Mindshare Senior Manager
Shankar Rajagopal Mindshare Director-Client Leadership

Brief Explanation

Objective Lifebuoy was the new kid on the block in the Malaysian medicated skin-cleansing market dominated by Dettol. While the audience of young mothers was aware of Lifebuoy, it was difficult getting them to switch since they perceived it as a risk of exposing their children to harmful germs. Lifebuoy had to break through its audience’s comfort with Dettol and communicate its message of ‘superior germ protection’. Insight While mothers are always worried about their children being exposed to harmful germs, they don’t realise that they too are one of the carriers and have the highest chances of passing these germs onto their children. For example - her trusted partner, the innocuous-looking mobile phone, carries 10x more germs than a toilet seat. Idea With one of the highest mobile penetrations in SEA and relevant message for the smart-phone owning moms, Lifebuoy launched Malaysia’s first-ever mobile campaign in this category. The arcade game “Pac-man” was very popular in the ‘80s among youth across the world including Malaysia. The simple game brought to life the concept of “good vs evil” through the good and bad goblins chasing and eating each other. Even today, it continues to have strong affinity among the ‘80s youth, who are parents to young children by now. Media agency recommended bringing back the joy of “Pac-man” to these parents ON THEIR MOBILE, well-integrated with Lifebuoy’s message of “Superior Germ Protection”. With 30% of campaign budgets invested into the mobile platform, the game was created through in-app rich media banners on smartphones. We transformed the mobile phone screen into a maze and showed Pac-man (in Red) eating up the germs. Lifebuoy energy boosters were placed at strategic locations for Pac-man to get rejuvenated. Targeting through banners placed on relevant apps ensured minimum wastage. Players were prompted to be aware about their phones being a germ-breeding nest and about Lifebuoy providing ‘superior germ protection’. Results “Pac-man” brought back fond memories and helped connect Lifebuoy with mothers! Above-average engagement rate of 2.35%. 69% repeat plays showed that the players really loved the game! As measured through Millward Brown brand health research, the mobile-powered campaign showed an uplift of 40% on core brand health attributes of “Protects effectively from germs”.

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