Arla Anchor Cracks the Code to Engagement with Interactive Ads

The Overview

Arla partnered with Activision Blizzard Media to drive Brand Awareness of its Anchor butter product through an innovative mobile activation. The activation strategically targeted household shoppers within King’s player base and created a unique, gamified experience that resonated with Arla’s audience. This collaboration resulted in significant brand resonance, effectively engaging mobile users and reinforcing Anchor’s presence in the United Kingdom.

• Campaign Objectives: Awareness & Consideration
• Campaign Date: May - June 2024
• Markets Measured: United Kingdom
• Inventory: King Games

The Solution

The campaign utilized a combination of user-initiated ad formats: Rewarded Video and a custom Playable ad, expertly crafted by Starcade Studios (Activision Blizzard Media’s in-house creative team). These formats were carefully created to engage mobile players through rewarded, immersive, and interactive experiences.

Drawing on Starcade Studios’ expertise in gaming ad engagement, the custom Playable natively integrated Anchor’s branding, allowing players to interact with the brand in an entertaining and impactful way.

To ensure the message reached all users, even in silent mode, the ads featured bold branding and clear text callouts, effectively reinforcing Anchor’s messaging and optimizing brand visibility throughout the campaign.

The Success

The Arla Anchor campaign delivered outstanding results, driving significant lifts across all key metrics. Ad recall saw a remarkable double-digit increase, while awareness and consideration had substantial lifts, highlighting the campaign’s success in deepening brand impact.

Unmatched Engagement

The campaign boasted an impressive 99.8% viewability rate and 97% video completion rate. Our gyroscopic research further revealed that 94% of players viewed the ad within our strict parameter of phone movement, indicating they kept devices in-hand throughout the entire experience, underscoring the immersive and compelling nature of the campaign.