The client was looking to drive INTEREST in the Froot Loops cereal brand through building love for the brand by celebrating the ICONIC character and the food. Toucan Sam was considered to be an integral and distinctive asset that was to be leveraged in two MINI GAMES (Playable interstitial ad). The client asked to create something exciting adventurous and fun, the production goal was to build intrigue through accessible but challenging gameplay, vibrant colour and iconic characters.

For the first one, Toucan Sam was propelled in space, exploring new depths of the colorful universe. For the second mini-game, for the second one, Carl the Crab and Toucan Sam embark on an eventful treasure hunt. A strong sense of adventure and curiosity was promoted in the game to appeal to the target audience.

The production team, the client and agency worked closely, exchanging constant feedback throughout the entire process. Toucan Sam, video assets and a color scheme were used as the FOUNDATION and INSPIRATION for the mini games’ creative iteration.

This creative ad format was an HTML5 based Mini game that appeared at natural pauses inside the host gaming apps in which the activation was taking place. There was a reward offered to the player to begin the game. There was a short tutorial before the game start. The mini-games creation took about four weeks to produce and launch to market and successfully ran in market for a total of 12 weeks .

The Mini games were available only in the mobile app universe of the publisher but was built in HTML5, thus opening up the potential to be served on desktop in the future, or served outside of the publisher environment.

- Reach: 5 MILLION impressions delivered in total

- Engagement: 33% of users who saw the ad played the mini games!

- Completion rate: 82% of users who started the games COMPLETED them (+10 points vs our global average)

- Impressive 20% REPLAY RATE for mini-game 1.

Brand Achievement:

- Noticeable baseline growth in a declining category

- Strong character recognition

- Elevated traffic on the Brand’s website