The Campaign

While TV is the medium of choice while talking to kids, inherently it’s a passive medium. The challenge was to ensure while kids remain engaged with the content, it does not remain an idiot box for the new generation. As per GSMA and NTT Docomo study 77% kids love to play video games. Kids are passionate about gaming. From this insight we developed the first of its kind live branded game played on TV! We tied up with ‘Singhoo’, the kid’s mascot of Sun Group and created a TV game that let kids play on live TV. They were able to control their favorite character live on TV through a mobile phone creating a fun way to engage with our audience. We converted a passive TV into an interactive game console.

Creative Execution

We converted mobile into a joystick & used TV as gaming platform and this was not restricted to just one screen, the gameplay was seen by the world. Kids called in a number and whoever got connected could play the game. Each new game began with a hungry Singoo greeting the player by name, and the player then controlling Singoo by the buttons of the phone pad while chasing and collecting Alpenliebe Gold candies as the rest of the world watched on their TV sets. Players were gratified with Alpenliebe Gold hampers. Every kid who watched the game on Kushi TV and Chintu TV, wanted to collect Alpenliebe Gold candies on TV. Kids got that window of fame where he played & the world watched. This was executed for eight weeks on weekends.

-Without any licensing cost we got ‘Singoo’ to endorse the brand. -Powered by TV, the branded game reached 4.2 million kids and was played by 50,000 avid gamers. -Two months into the activity the brand got back to pre-rate hike volumes in Karnataka. -In AP we surpassed the pre-rate hike volumes by 6%

The insight of ‘gaming being the passion point’ was used to make TV into an interactive medium and for the first time ever we gave kids the experience of being live in front of the whole world and competing against other players in real time. Singoo : Sun network mascot is an iconic character endorsed the brand without licensing and also interacted with kids on live TV. Thus making the campaign a befitting entrant for the 'entertainment spikes' category.

We decided to turn TV into a platform for gaming, to deliver the same experience as a gaming console. We customised the environment of the game as per the brand codes. The candies were designed exactly like the brand product. Even with a moving video, we created the perfect opportunities for passive branding. While we kept the technological front-end simple, taking the target audience into consideration.