“Pac-man” was a popular game amongst ‘80s youth & these women were moms now. We created a game styled on “Pac-man” through mobile in-app interactive rich media banners and showed Pac-man eating up the germs. Lifebuoy energy boosters were placed at strategic locations for Pac-man to get rejuvenated. If the germs catch Pac-man without the protection of Lifebuoy, a life is lost.

We inserted the pac-man game in apps popular amongst young moms ensuring spot-on targeting. Moms playing pac-man were also prompted about their phones being a germ-breeding nest and Lifebuoy provides them with superior ‘germ killing’ protection.

The game was a huge success & made young moms realize the threat of germs & Lifebouy being the best protection for themselves & their children. Some of the key results were:

Media Metrics: The game had 69% repeat plays & above-average engagement rate of 2.35% proving that Moms loved the game!

Mind Metrics: By bringing back fond memories, Pac-man helped connect Lifebuoy emotionally with mothers! As measured through Millward Brown brand health research, the mobile-powered campaign resulted in an uplift of 40% on “Effective germ protection” for Lifebuoy.

Brand Metrics: Lifebuoy sales grew by +22% in 2013 (Dettol – 2%).