In order to accelerate growth and drive brand love, GSK realised it had to move beyond winning moms with facts to exciting and engaging kids directly. Ultimately, we had to incite kids' pester-power.

NutriQuest is the platform, story and game to do just that.

A powerful narrative taps into archetypical themes: good versus evil; bad science against good science; good kids against bad adults. The story: the Horlicks factory has been captured by the robot army of an evil scientist who wants to stop children from growing tall, strong and sharp. Only kids can stop him - lead by a group of four child heroes.

In the game, children take their customized character on an obstacle-ridden, robot-infested journey through 3 worlds and 30 levels in stunning 2.5D design. A state of the art

NutriQuest is the gamification of everything product entails. It's based on a powerful narrative: the Horlicks factory has been captured by the robot army of an evil scientist who wants to stop children from growing tall, strong and sharp. In the state-of-the art mobile game kids fight back. They go on a obstacle-ridden, robot-infested journey through 3 worlds and 30 levels in stunning 2.5D design. All game mechanics are branded - i.e. in order to win, you need to use TALL, STRONG and SHARP boosters.

But it's more than a edutainment game. Narrative and characters became the connecting glue across all touchpoints. With a cinematic trailer and video content on digital media pushing for downloads. With in-game messaging pushing to share/rate. With gamezone in malls activating the shopper. With special edition packs and associated promotional TV as well as instore media driving sales.

Strategy and approach paid off in a big way. From June to August 2015 alone all predefined metrics and KPI for impressions, reach, conversion, downloads and active engagement were already exceeded (over-indexing at astonishing +250 to +375). Our video/broadcast content proved to be sticky, leading to a 100%-video completion rate of 78% (benchmark: 50%). It also created phenomenal conversion rates: 2M video views (triggered via Facebook, banners, etc) achieved 1.3M clicks to app stores (Google/Apple). Instead of 5% installs (KPI), we achieved 10.5%.

And it didn't stop there.

Kids clearly love NutriQuest - consistently giving it 4+ ratings.

And crucially, this love substantially drove business: +25% sales increase directly campaign-related (data: buys of special edition packs, redemption of codes).

Based on these outstanding results, Horlicks NutriQuest is currently seeing expanded roll out in other geographies. (Detailed results are supplied as confidential information for the jury only.)