WORLD OF PADDLE POP

TitleWORLD OF PADDLE POP
BrandUNILEVER
Product / ServicePADDLE POP ICE CREAM
CategoryA08. Original Game/Gaming
EntrantSAPIENTNITRO Singapore, SINGAPORE
Entrant Company SAPIENTNITRO Singapore, SINGAPORE
Contributing Company 2 SAPIENTNITRO Singapore, SINGAPORE
Contributing Company MAGMA STUDIOS Singapore, SINGAPORE
Media Agency PHD SINGAPORE, SINGAPORE

Credits

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

The Campaign

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.

Results

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.