2016 Winners & Shortlists


Short List
CategoryMobile Games
Entrant Company GREY GROUP Singapore, SINGAPORE
Advertising Agency GREY GROUP Singapore, SINGAPORE
Advertising Agency 2 POSSIBLE CEE Budapest, HUNGARY

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?


Name Company Role
Michael Duffy GSK VP/Global Business Lead/Family Nutrition/GI
Tom Wells/Tom Shuttleworth/Jamie Stone/Goodies Narayanan GSK Category Marketing Team
Karim Wally/Murtaza Mahjooz GSK Area and Regional Marketing Team (Pakistan)
Till Hohmann Grey Group APAC Executive Creative Director
Antonio Bonifacio/Sara Badr/Haniah Omar/Eugene Tan/Luis Fabra/Sebastian Quek/Nat Grey Group Singapore Conceptual Lead and Creative Team
Brendan Cravitz/Lauren Reilly Grey Group Singapore Agency Producers
Mimi Nicklin/Tom Evans/Penelope Wetherill/Celestine Quek/Sanjana Chappalli/Leong Grey Group Singpore Account Management and Planning Team
Tibor Gulyas/Andras Nagy Possible Games Lead Developer/Project Directors
Adam Beczkiewicz/Peter Bikki/Mark Kormondi/Imre Budai/Ferenc Hallgato/Norbert Ur Possible Games Games Design and Art Team
Kornel Meszaros/Tamas Varga/Jozsef Pesti Possible Games Programming Team
Gloria Gyori/Gabor Megellai/Gabor Radi Possible Games Quality Assurance Team
Thierry Marchand Ground Control Films Director
Michael Stanish/Phoebe Scott/Mark Gregory/Rachel Wright Ground Control Films Production and CG Supervision Team
Chris Hutchinson/Ian Potsos/Anneli Larson/Luke Satiani/Ben Mars/Eduardo Castells Ground Control Films 3D Design and 2S Compositing Team
Alessandra Milani/Valentina Ventiniglia/Theo Davies/Ben Vince/Jill Wooster/Giles Ground Control Films Editing/Retouching and Concept Artist Team
Jim Jakala/Andres Williams through Ground Control Films Voice Actors
Brian Yessian/Jeff Fiorello Yessian Music/Sound Design Project Lead and Producer Team
Mike Baluha/Benjamin Lantz/Philippe LeSaux/Scotty Gatteno Yessian Music/Sound Design Game and Trailer Sound Design/Mix/Music Editing Team
Maddy Rao/Raza Syed/Ali Haider/Rafay Farooqi/Ghulam Jilani Mindshare Media Planning Team
Amna Khatib/Alina Khan/Jehangir Hussain/Uzair Anwer Mindshare/Group M Digital Media Planning Team
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