IN-GAME AUDIO · BRAND AWARENESS
Virtual billboards. Real attention. Gluco Teddy placed its brand inside Pakistan's most-played mobile games and hit near-perfect viewability across 32 days.
The Challenge
Gluco Teddy — EBM Pakistan's beloved glucose biscuit brand — needed a high-reach brand awareness campaign that could cut through in an increasingly cluttered digital environment. Standard display advertising in mobile apps was delivering low viewability, high frequency fatigue, and click-through rates so low they barely registered. The brand needed something inside the content, not competing with it.
The brief was reach-first: 4 million impressions, delivered in a brand-safe environment, with verified viewability. The audience was Pakistan's mobile gaming population — predominantly the 18–35 demographic that represents the household purchasing influence for Gluco Teddy. But this audience wasn't engaged by standard mobile banners.
The agency, Starcom, challenged Happy Ads to prove that in-game advertising could deliver at scale with viewability numbers that standard programmatic display couldn't match — across Pakistan's most popular gaming titles without creative quality compromises.
The Solution
Happy Ads deployed Gluco Teddy on in-game billboard advertising via IION's in-game network. Gluco Teddy's creative appeared as branded billboards within virtual game environments — 3D surfaces that are architecturally part of the game world, structurally viewable. Unlike display banners that sit on top of the game, in-game billboards are part of the environment.
The campaign ran across five top Pakistani mobile games: Cooking Max: Cooking Games, World Cricket Championship 1 & 3, Stealth Master, and RACE: Rocket Arena Car Extreme. The game selection was deliberate — cooking games reach Pakistan's female homemaker audience (prime Gluco Teddy purchaser), while cricket and racing games reach the 18–35 male demographic. Multi-game distribution gave Gluco Teddy simultaneous presence across the full household decision-making audience.
The campaign ran 32 days from July 30 to August 31, delivering 4,001,868 impressions against a 4,000,000 goal — essentially perfect delivery at 100.05% — with a 99.96% viewability rate. The 1,686,357 unique users reached represents a meaningful share of Pakistan's active mobile gaming population, exposed to Gluco Teddy branding in a high-attention, unskippable in-game context.
Key Results
4.0M
Impressions (100.05% of goal)
99.96%
Viewability Rate
1.68M
Unique Users Reached
32
Days — Perfect Delivery
Key Insights
01
02
The game selection strategy for Gluco Teddy covered both the female homemaker audience (Cooking Max) and the male 18–35 snacking demographic (World Cricket Championship, RACE). Running across both simultaneously gave Gluco Teddy household-level presence: the same brand appearing to the mother playing Cooking Max and the son playing WCC3. No single social platform can achieve this cross-demographic, same-household reach in a single buy.
03
Most programmatic campaigns either underdeliver (inventory constraints) or overdeliver (unsold remnant fill). The Gluco Teddy campaign delivered 4,001,868 impressions against a 4,000,000 goal — essentially perfect. This precision reflects IION's inventory management and Happy Ads' real-time pacing. For brands with specific reach targets, in-game delivery precision is a significant operational advantage over standard programmatic, where 10–20% delivery variance is common.
