Scooping a prestigious ‘Game of the Year’ award and ‘Best Digital Marketing Campaign Retail’ award, our strategy helped consumers understand the ‘what, who, where and how’ germs spread and why they should start using the product – from the germ's point of view.
The ‘Hidden World of Bacteria’ game led the user to a new household germ hot-spot each day – from a telephone receiver, a chopping board, a high chair (high chairs can often have more faecal bacteria than a potty - apologies if you’re reading this when eating, but bet it made you think!).
The user is then ‘space warped’ into the microbiological world and given sporty stats on the germ of the day. Like a Top Trump, you can see how fast the germ spreads, how ill it can make a human; generating gamification and interest in facts, which are often perceived as ‘boring’ hygiene.
The user is challenged to ‘run the gauntlet’ and survive whilst spreading as much infection as possible - before Zoflora gets close and ends the fun, through effective disinfecting germ kill!
Inspired by retro arcade gaming – the UI incorporated a tried and tested time-based challenge, with significant repeat users and new consumers interacting with the brand every day.
Our in-house illustrators specialise in character design and developed 2D character illustrations to represent the ‘germs of the day’. Injecting personality to each character made them affable and playful, friendly enough to play, yet sinister enough to communicate the dangers around the home.
Described by the judges as the "toughest competition in the Prolific North Awards' history". Zoflora's Hidden World of Bacteria Facebook App beat off significant competition including three shortlisted games from the BBC and Chicago Town Pizza. Considered by the judges as a clear and worthy winner and impressing the judges on account of its "highly cost-effective and innovative approach".
Fresh and innovative mechanic
Communicating with consumers through ‘playful problems’ to understand product benefit.
Powerful interaction rate – the game activity delivered higher reach figures than comparable TV ratings *
Demonstrates how challenger brands can generate brand awareness on a comparably lean budget.
A game that truly punches above its weight – now go and disinfect those high chairs - yuck!
* The game activity delivered higher reach figures than TV ratings for advertising spend twenty times more expensive to reach the volume of audience.