Best Consumer Goods Mobile Application, Best Food Industry Mobile Application

Bringing the magic back - Paddle Pop 'Lick-a-Prize'

Paddle Pop 'Lick-a-Prize' - an Australian promotional marketing icon - needed rebooting. The 'match sticks to win' mechanic had dated, with the perceived chance of winning low amongst kids.

We used innovative technology to not only create a brand new experience, but also enhance the promotional incentive. This year, for the first time 'EVERY STICK WINS!'

The 'Magilika’ app became a key feature of the 2014 promotion by providing a common delivery platform for bespoke games and movie content; which were awarded as instant win prizes. This provided Unilever with mass prizing minus fulfillment or ‘unclaimed’ costs.

Using Unity, we created 4 custom Augmented Reality games based on the Paddle Pop brand mission to encourage adventurous play amongst children. These games were developed cross platform; available on desktop through the Lick-a-Prize website as well as native IOS and Android apps. Both app and web portal were seamlessly integrated with Unilever’s user profile system.

Other features include ‘take a photo with Paddle Pop' using gyroscope-based AR, a 3D animated interface, unlock-able achievements and power-ups.

Results to date have been outstanding:
- 56,250 app downloads
- 11,810 average monthly users
- 804 average daily users

App Store rankings have also exceeded expectations, proving the popularity of an engaging platform Unilever can build on.

- Kids Category 9-11 - Consistent top 5 rank since 09/2014, holding #1 for 5 weeks during Oct/Nov
- Kids Category overall – Consistent strong position, including 3rd most popular game.

Contributors:

Joe Mayock:	Creative Director
Sharna Bregman:	Digital Producer
Lauren Hernandez:	Designer
Cuauhtemoc Moreno:	Creative Developer
Gareth Anderson:	Business Director
Karin Andreasson:	Senior Account Director
Rachel Crawford:	Senior Account Manager
Katrina Williams:	Account Executive
Anneke Rose:	Executive Digital Producer

ONEPARTNERS

Website: www.onepartners.com.au

Location: Australia

About the Agency:

Onepartners is an Activation Agency offering 'Connected Path to Purchase' strategic planning, creative and execution via digital, shopper and experiential marketing.