BHF launched a sequel, Yoobot vs. Yoonot, introducing Yoonots – mischievous, alternate avatars of each kid’s Yoobot with which they could do battle.In partnership with Nickelodeon, we created a series of ads that launched the new game and invited kids to star in ‘Day of the Yoobots’ on 21st December, a complete station takeover where all sponsorship bumpers would feature the Yoobots of our 11 lucky competition winners.

Kids entered the competition via a bespoke ‘Dodgeball’ game hosted on the Nickelodeon website where their Yoobot character took on its Yoonot nemesis. To focus on the long-term benefits of regular exercise, performance in the Dodgeball game relied upon the health of their Yoobot, encouraging kids to play more often and make healthier choices for their avatars. Dodgeball kits were also sent to thousands of schools so that kids could play the game offline as well.

More than 500k Yoobots were created (c.20% of the target audience!)User engagement rose 67% YOY from 18 minutes to over 30 minutes.Longer engagement with the game helped to get the core message across - 57% agreed that they needed to exercise regularly to be healthy when they get older (47% pre-campaign) Actual behaviour change has been equally impressive. 42% said they were already doing more exercise than in the past and 72% claim to be eating healthier food as a result of the campaign.44% said the campaign communicated the need for a healthier/ balanced diet.