A gamified rich media ad that turned passive viewers into active participants — with a 60% game completion rate and 15% interaction rate that rewrote our benchmark book.
The Challenge
RIO needed to drive brand recall and product awareness among 12–18 year olds — an audience that scrolls past standard display, skips video, and spends more time in-game than on social. The brief asked for something that would actually be played, not just seen.
The Solution
The Happy Ads creative-tech team (Ali + Muneeb) designed the "Chocolate Factory" — a conveyor belt mechanic where users tap to sort RIO chocolates coming down an assembly line, with increasing speed creating a casual game loop. The entire experience ran inside a standard rich media ad unit — no app download required.
The game was skinned entirely in RIO's brand world: the factory setting, the chocolate color palette, the packaging design. Brand exposure was inherent to gameplay, not bolted on.
Three difficulty levels drove replay — users who completed the first level were prompted to go again at higher speed. Each replay was an additional brand exposure
Key Results
60%+
Game Completion Rate
15%
Interaction Rate
0.1–0.5%
Industry Benchmark (Display CTR)
Significant — driven by difficulty progression
Replay Rate
Client
EBM Pakistan
Brand
RIO Chocolate Biscuits
Format
Gamified Rich Media — HTML5 In-Banner Game
Market
Pakistan
Year
Nov 6, 2025