Objective

Tinkies wanted to promote their #timefortinkies campaign in South Africa in an exciting way that would engage consumers during the festive season and reach them in the environments that they were spending their time in.

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The campaign was aimed at Gen Z, who are an elusive audience as many of them do not watch linear TV, are more likely than any other generation to install ad blockers, and during the festive season which traditionally sees an increase in gaming activity.

Solution

Tinkies knew that Gen Z makes up a large proportion of the 22 million gamers In South Africa. The solutIon to reach the audience was via an in-game advertising experience which spoke to the theme of the campaign.

Entravision and Anzu teamed up to help Tinkies execute an in-game advertising campaign that would reach Gen Z via native non-intrusive ads that fit within the gameplay experience.

Results

Tinkies successfully gained momentum and spoke directly to their audience where they spent their time,inside games. The campaign was a huge success in increasing brand awareness for Tinkies series amongst hundreds of thousands of Gen-Z consumers across South Africa.

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• Tikies reached –950,000 unique users

• Games: 35+ Titles

• Game Verticals: casual, simulation, sports and racing games.

• Viewability: 94% (80% considered excellent)

• Brand Lift: +21% higher brand recognition amongst the exposed audience