2016 Winners & Shortlists

Creative Execution

A state-of-the-art mobile game launched - ready to compete with the best paid-for games. We engaged our social media fans and followers: the mothers. With cinematic trailer, dedicated website and page takeovers we convinced them: this is a good game for their kids - and its free. Once downloaded, kids started having serious fun - taking their customized character on an obstacle-ridden, robot-infested journey through 3 worlds and 30 levels in stunning 2.5D design. Game play and mechanics centered on brand/product elements. In-game-messaging drove sharing and ratings. And linked back to sales: get special-edition-packs with codes for secret game content.

Strategy and approach paid off in a big way. Only in June to August 2015 all predefined metrics and KPI for impressions, reach, conversion, downloads and active engagement were already exceeded (over-indexing at astonishing +250 to +375). Importantly, the core audience of children appreciated this effort as proven in social media sentiment, active participation and game ratings - NutriQuest consistently achieved 4+ app ratings & reviews across both App Store & Google Play. And finally, the content and platform did more than merely entertain: they yielded a +25% increase in sales directly related to the campaign - measured in uptake of special edition packs (and redemption rates of codes) in participating outlets. Based on these outstanding results, the Horlicks NutriQuest branded entertainment property is currently seeing expanded roll out in other geographies. (Detailed results are supplied as confidential information for the jury only.)

In Pakistan, Horlicks in past years convinced thousands of mothers by providing powerful facts: Horlicks is scientifically proven to enhance growth and development of children - helping them grow tall, strong and sharp. No wonder mothers think it's good. But getting kids to demand it, pestering their moms to buy more: that wasn't a reality yet. The brand lacked appeal for children. Simply put: they didn't think it was great, making it harder for moms to get them to have it every day. This had to change to substantially grow share and sales. To drive kids' love we created a powerful branded story: the Horlicks factory is captured by the robot-army of an evil scientist wanting to stop children from growing tall, strong and sharp. Only kids can stop him - in a game called: Horlicks NutriQuest. We asked: Are you tall, strong and sharp enough to save the world?