Creative Execution

The game was created using the consumer promotions characters, gifts and brand message. The game starts with the player looking to rescue his friend from bad stomach bugs. He has to use the Power bicycle which is the main gift of the promotion to get to his friend Shevan. The bad bugs try to stop him. Crashing into a bug will render a player unhealthy. A player has to use the power tools which were the consolation prizes of the promo to fight off the bad bugs and consume Anchor Newdale yoghurts to increase his immunity.

The game was a hit amongst the target audience, kids, who started playing it online. During the campaign period more than 18,000 users played the game for the entertainment value alone, each vying for the title of highest scorer. Due to the huge success of the digital campaign and to increase participation further we took the game outdoors and introduced engagement touch points – inviting the target audience to play at locations they frequent. This became one of the most successful campaigns for the brand carried out in the recent past.

The campaign task was to create buzz and engagement online, around the consumer promotion which gave away attractive prizes for the winners which was essentially driven offline. Primary target audience of the brand “Anchor Newdale” and the campaign was KIDS in the ages of 6-12. Usually, kids between the ages of 6-12 are not attached with social media, but their online behaviour connotes three key activities – Games, Videos and Cartoons. We converted the consumer promotion TV commercial into a branded digital game to create excitement and engagement around the target audience. This was the first advance digital game that has been developed in Sri Lanka for a brand to drive a consumer promotion on digital.