Paddle Pop is the No. 1 kids brand in Pakistan but the awareness amongst kids is low compared to other offerings. There is less excitement around the Paddle Pop mascot which is the lion hence leading to low top of mind and awareness. With an aim to always excite kids whilst registering its mascot as the hero, Paddle Pop had to do something beyond just airing the regular TVC to fulfill its ambition as the kids have now transitioned to multi-screen consumption.

The game was hosted on the Paddle Pop website as well as on Android & iOS. Three types of campaign were launched to initiate engagement - namely:

? Display campaign

? App install campaign

? Video campaign (targeting cartoon viewership on platforms such as YouTube, Dailymotion and other local publishers)

The campaign was executed in two phases:

In the first phase Google Universal App campaign was used to generate awareness and increase downloads. Additional support was given via school activation where kids were signed up to take part.

In the second phase the campaign focused on promoting the gaming tournament itself by amplifying on display and video. The same was communicated via CTA’s on the TVC tail and a print campaign.

The campaign lasted over 45 days and covered the whole of Pakistan.