Title | WORLD OF PADDLE POP |
Brand | UNILEVER |
Product / Service | PADDLE POP ICE CREAM |
Category | G01. Branded Games |
Entrant | SAPIENTNITRO Singapore, SINGAPORE |
Entrant Company | SAPIENTNITRO Singapore, SINGAPORE |
Advertising Agency | SAPIENTNITRO Singapore, SINGAPORE |
Media Agency | PHD SINGAPORE, SINGAPORE |
Production Company | MAGMA STUDIOS 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 |
To accurately recreate the brand’s signature worlds and storyline, thousands of 3D assets were painstakingly built, digitally handpainted, and put together. We spearheaded the creative direction with the Unilever Global Brand Team, resulting in over 10 hours of interactive quests and scripts integrated into an always-on brand experience. Working with 21 Unilever markets, all the content was then localized and deployed across server clusters in the Americas, Europe, and Asia Pacific.
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. In top markets, sales grew by as much as 21%.
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.