Title | WORLD OF PADDLE POP |
Brand | UNILEVER |
Product / Service | PADDLE POP ICE CREAM |
Category | A08. Original Game/Gaming |
Entrant | SAPIENTNITRO Singapore, SINGAPORE |
Entrant Company | SAPIENTNITRO Singapore, SINGAPORE |
Contributing Company 2 | SAPIENTNITRO Singapore, SINGAPORE |
Contributing Company | MAGMA STUDIOS Singapore, SINGAPORE |
Media Agency | PHD SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Andy Greenaway | SapientNitro | Executive Creative Director |
Brandon Lee | SapientNitro | Associate Creative Director |
Kieran Weston | SapientNitro | UX Director |
Jose Mella | SapientNitro | UX |
Menaka Chandrasekhar | SapientNitro | Designer |
Pattharaporn Khunchon | SapientNitro | Designer |
Scarlett Lok | SapientNitro | Head of Client Services |
Virginie Pontruche | SapientNitro | Account Director |
Emily Duder | SapientNitro | Account Director |
Fabian Seifried | SapientNitro | Project Manager |
Aparna Sundaresh | Unilever | Global Brand Director |
Judah Ruiz | Unilever | Global Brand Director |
Bryan Lingan | Unilever | Global Brand Manager |
Huiting Koh | Unilever | Global Assistant Brand Manager |
Wendy Grant | Unilever | Digital Marketing Services Lead |
Gaston Legorburu | SapientNitro | Worldwide Chief Creative Officer |
Paddle Pop is unique in the sphere of Branded Entertainment – it is the one and only original Branded FMCG Massively Multiplayer Online Game. As a result, we are competing with the likes of Disney's Club Penguin and Moshi Monsters. Our competitors capture respectively 4 and 5 mins of engagement time per session, while by comparison we are achieving 29 mins.
As a brand that sells ice cream, Paddle Pop faces challenges in reaching our audience due to general guidelines and kids' behavior. To reach our extremely social 8-year-olds that aren't allowed on social networks, we created our own social platform in the form of a game featuring the brand's iconic characters to engage with kids. World of Paddle Pop is the first branded Massively Multiplayer Online Game where kids create avatars, explore worlds, fight monsters, and meet other kids. It features a safe chat that protects them from predators and allows them to communicate with kids around the world, regardless of language.
Kids are drawn to the World of Paddle Pop through: 1. Ice cream pack showcasing the Paddle Pop website URL, where customers can enjoy videos and the World of Paddle Pop game 2. Our Paddle Pop YouTube page, where the 22 min animated episodes can be watched on demand, and World of Paddle Pop videos are showcased 3. Digital banner campaigns driving traffic to the World of Paddle Pop
In our beta launch, over 103,000 kids signed up to play. Since then, they have spent an average of 29 mins on the platform a day, beating industry benchmarks for social games by over 700%. It marks the highest level of engagement the brand has ever achieved in digital. Paddle Pop ice cream overall sales grew 7.4% across all markets; the fastest growth in the category. In top markets, sales grew by as much as 21%.
World of Paddle Pop is the world's first branded Massively Multiplayer Online Game The Paddle Pop Brand strives to be an online entertainment Brand for kids. For 6+ years the Brand have created yearly animated series and games, with the Brand's icon, Paddle Pop and his companions at the forefront of all episodes and games. In 2014 we brought branded entertainment to a new level with the World of Paddle Pop, and have seen explosive results for the Brand.