2014 Winners & Shortlists

The Brief

Extra is positioned on the oral care platform where the brand protects the teeth from food residues. Having enjoyed leadership position until 2009, the brand was now staring at a decline. To thwart increasing competition, our challenge was to increase top of mind and arrest decline, without the help of TV.

Describe how the promotion developed from concept to implementation

To engage with young consumers, we brought the food creatures to life through a mobile game. Inspired by the iconic PACMAN game, we created the Extra Eater, a 3D digital game in which a mouth fueled by Extra chased and ate the food creatures. The mission was to defeat the food creature villains and move up the 5 levels based on popular world cuisines to win weekly prizes. While rich media banners gave people a sneak peek, scanning a QR code on Outdoor mupis allowed people to access the online game.

Describe the success of the promotion with both client and consumer including some quantifiable results

As a result, in the UAE alone, over 18,000 consumers played the game online while around 176,000 played on-ground. In Kuwait, over 5000 people played the game online while over 55,000 played on-ground. Overall, daily average contacts touched 11,000 while 1100 people engaged daily for an average of 2.5 minutes each, building a buzz for the brand.

Explain why the method of promotion was most relevant to the product or service

The game brought the oral care story to life in a fun and engaging way. Since we were targeting young consumers, the mobile platform was the right vehicle to target them.