Inside Mars and Unilever’s campaigns to exploit gambling

Last month, the nominees for the Drum Awards for Digital Advertising in APAC were announced. Here, we take a closer look at the campaigns that are up for the award for Best Use of Gaming.

Games in Asia-Pacific attract more than 1.48 billion active users per year, and this number is expected to grow to 1,519.5 million users by 2027.

The region has dominated the industry for years, growing at an exponential rate and attracting more and more content demands, including metaverse, web3 and cloud gaming.

Ahead of the Drum Awards for Digital Advertising in APAC later this year, we took a closer look at the Best Use of Gaming shortlist, which saw entries from FMCG giants such as Unilever and Mars Wrigley.

5 gum and contraction

In Australia, Mars Wrigley’s 5 Gum brand sought to reach those aged 25 and under, as they are the biggest gum chewers. But the brand has found that they are increasingly difficult to reach through traditional media channels.

Driven by the idea that chewing gum helps people focus, 5 Gum teamed up with Twitch to help bring their “life happens in 5” identity to life through gaming. Together, they launched Team Clutch, an elite squad made up of Australia’s favorite Twitch streamers. The 26 hours of broadcasts were packed with moments as the campaign topped performance, topped the Australian rankings for most-watched broadcasts, highest reach and total minutes watched, and saw an increase of 14% game association and 9% purchase intent.

Unilever, close-up and digital turbine


Third-party cookies are on the way out, and to solve this problem, Closeup, owned by Unilever – a leading toothpaste brand in the Philippines – was looking for a new way to collect information from fully consented consumers to grow its new customer loyalty. Ucoin customer base and rewards program.

Closeup also wanted to get active in the gaming space. With the rise of mobile gamers across the world, the brand recognized the potential of gamification as a platform to engage and strengthen its connection with its consumers.

Closeup collaborated with Mobile Legends Bang Bang, whose reach of 23 million monthly active users in the Philippines was a cut above the rest. Powered by Digital Turbine ad technology, Closeup would collect user data from MLBB players and enroll them in Ucoin, where they would then be rewarded with 10 MLBB Diamond in-game coupons that they could use immediately.

With a value exchange strategy fueled by a robust promotional plan, the Closeup DAD Collection campaign with Mobile Legends was hugely successful and opened up new avenues in data acquisition. The Closeup DAD Collection initiative provided a model for data collection – a combination of the intuitive user journey, technology-driven data collection, and a relevant reward for accepting consented data – and is now a proven formula of success for Unilever brands.

Paddle Pop, Unilever and InMobi


During the pandemic, when most brands struggled to maintain business, Paddle Pop grew while staying true to its brand value of promoting “healthy, playful times between parents and children”.

Meanwhile, kids had limited outdoor activities and classes to keep them busy, meaning parents struggled to find ways to create productive habits for their children while trying to spend quality time. with them.

Paddle Pop has harnessed mobile in creative ways. A “game plan” has been developed to generate comprehensive efficiencies and significant impact across the awareness, consideration, and conversion stages. The brand put forward a short video to draw users’ attention to the Choco Magma Land, a game that did not require any downloads, to generate interest. The game featured three levels with exciting challenges, providing parents and children with an immersive and adventurous ice cream making experience. Backing the consideration, Paddle Pop re-engaged users with rich media banners to drive conversions, then accurately measured campaign performance with a brand lift study.

The campaign’s CTR was six times the industry benchmark and led to a massive increase in store visits: over 50% of the audience visited a store near them. The post-campaign brand enhancement study showed that 86% of respondents took positive action after watching it. Market penetration increased over 60 bps and market share increased over 50 bps for the brand.

For more information on the awards and how to attend/watch the results, visit the dedicated site.

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