Ahead of the release of their Scent Touch product range, Radox wanted to create an innovative campaign that would raise awareness of their new products.
The target audience for this campaign was females aged 25- 44 who are interested in gaming.
Reach young female gaming audiences through an interactive branded game.
A partnership between Radox and Rovio formed to enable Radox to reach their target audience in a new, fun and interactive environment. Venatus worked with Radox and Rovio to design a bespoke branded Angry Birds game level. The game featured the classic Angry Birds slingshot game mechanic with a Radox twist – players would throw birds at Radox Scent Touch bottles, these bottles made up the game’s famous scaffolding target alongside the green pigs.
One of the core features of the Scent Touch range was the 'touch-on-release’ technology to trigger longer-lasting scent. This feature flowed into the campaign creative by encouraging players to touch a mobile screen to release the Angry Birds. Players could also interact with the fragrance ingredients, such as coconuts and blueberries, as they floated above the scaffolding in bubbles.
The campaign delivered to females aged 25- 44 across the Angry Birds apps, up-weighting to times of day when this audience was most likely to be playing the game, e.g. during commuting and meal times.
The game integration surpassed all of Unilever’s brand objectives and delivered incredible awareness of the Scent Touch range. The partnership with Rovio also saw the campaign achieve high levels of engagement through the branded game level.
The campaign generated more than 3 million game starts, with 2.3 million completed plays of the branded game level. The campaign reached an impressive 2.5 million unique users, and almost 4% of players clicked through to the product website.
Venatus also ran a brand study that recorded a 66% brand uplift between pre- and post-exposure to the game.
The campaign won Most Effective Native Advertising Campaign at the 2017 EMMA Awards, commenting of the campaign, the judges said: „This was a very clever integration of branded materials into a game, which delivered excellent results for the client. It was also good to see a campaign that recognised that women are a major mobile gaming audience and leveraged that fact.”