Gameloft Advertising Solutions, Gameloft’s mobile advertising network, won the ‘Best Use of Mobile Media in Advertising’ in recently concluded Mobby’s Awards for its in-game advertising campaign for Baleno Nexa.
Mobby’s Awards 2016, hosted by CMO Asia and powered by World Marketing Congress, celebrates outstanding achievements across all aspects of the mobile landscape to recognize and honor the creativity and insights of both individuals and businesses at the cutting edge of mobile marketing.
Gameloft Advertising Solutions designed an in-game advertising campaign as ‘BUDDY PACK’, an innovative native integration that lets brands deliver messages at key moments of gameplay while engaging with their audience, in Gameloft’s top games.
A sponsored game message was triggered at specific moments, inviting players to engage with the brand in return for in-game incentives.
Talking about the achievement, Ashish Gupta, Country Manager- Indian, Sri Lanka, Bangladesh, Gameloft, added, “It is an honor for us to be recognized among such industry leaders with a prestigious award like Mobby’s. I would also like to thank the Grapes Digital India team for trusting us with the campaign for their esteemed client Baleno Nexa. We are committed to deliver premium inventory games that engages users and works best for our clients.”
Shradha Agarwal, Head Digital Strategy, Grapes Digital says “Today getting audience attention and breaking through the clutter has become very important. We at Grapes don’t run any two similar media creative for a campaign. Each creative is customized to integrate seamlessly with the publisher to increase ad relevance. Buddy Pack was an innovative concept because users engaged with this concept and not skipped the same. The ad was an immersive experience for both winners and go getters. This concept offered a great rub off to the brand image of being bold and made of mettle.”
Winning is not enough but the will to win is everything. Sanjeev Handa, VP Marketing, Maurti Suzuki, considers the fact that the company is respected to be perceived among such industry pioneers, and hence have to be pioneers in digital advertising too. He believes that with NEXA Baleno Buddy Pack they are able to embed their brand story through video, and drive deeper brand engagement across platforms and screens progressively.
The brand was well merged within the gaming environment. Consequently, audiences naturally flowed in via the game homepage, ensuring communication with the consumers as simple and straight forward.
With this campaign, Maruti was able to insert their brand story through video and drive deeper brand engagement across platforms and screens in real time.
It also effectively leveraged the untapped potential of mobile users through gamification, with specific moments of gameplay incentivized by in-game rewards, generating an impressive CTR and number of impressions.