IN-GAME AUDIO · BRAND AWARENESS
849,889 people saw a Sooper biscuit while playing their favourite mobile games. 56,288 of them stopped to play. Average session: 19.8 seconds. This is what it looks like when advertising becomes entertainment.
The Challenge
EBM's Sooper — Pakistan's beloved Classic Chocolate biscuit brand and self-described "Nation's Favourite" — needed to drive brand recall among Pakistani mobile users without resorting to the standard display-and-pray media approach. The brief was to reach a mass audience across the mobile gaming ecosystem in Pakistan with a creative format that was genuinely engaging, not just viewable.
The challenge of running brand advertising inside mobile games is standing out in an environment designed to capture and hold attention. A static banner inside a game that is already visually stimulating generates low recall and even lower engagement. The brief required something that could compete with the game itself for a few seconds — creating a brand moment that the audience chose to participate in rather than tolerate.
The commercial objective was brand salience: getting Sooper into the active consideration set during snacking occasions by creating a memorable brand interaction. The format needed to run across Pakistan's most popular mobile gaming apps — Ludo King, Candy Crush, Bird Sort 2, Cricbuzz — and deliver an engagement metric that standard display simply cannot.
The Solution
Happy Ads designed the Sooper Memory Game — a flip-the-tile card-matching experience where users match pairs of Sooper biscuit packaging images. The mechanic is classic memory game gameplay: all tiles face down, players flip two at a time to find matching Sooper pairs, with a timer creating mild urgency. Every tile, every match, every visual element in the experience was Sooper-branded — the game world was entirely built from the Sooper brand palette.
The game ran as a gamified rich media ad unit across an extensive app list including Ludo King, Candy Crush Soda Saga, Talking Tom Hero Dash, Cricbuzz, Subway Runner, CapCut, imo, and 10+ additional apps via MediaSmart DSP. The campaign ran from September 12–30, 2024 — 18 days of nationwide distribution. Inventory was selected to reach Pakistan's broadest mobile audience across gaming, utility, and entertainment categories.
The campaign exceeded its 2.5M impression goal, delivering 2,515,670 impressions — a 25.8% overdelivery. Of the 849,889 unique users reached, 56,288 (6.6%) stopped scrolling to actively play the game. The 2.3% engagement rate sits in the "Strong" performance band, with an average of 14 tile flips per player demonstrating genuine gameplay interaction rather than accidental clicks.
Key Results
2.51M
Impressions Delivered (+25.8%)
849K
Unique Users Reached
56K+
Players Who Actually Played
2.3%
Engagement Rate (Strong band)
Key Insights
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The Sooper campaign ran across a deliberately mixed app inventory: games (Ludo King, Bird Sort 2, Bubble Shooter), utility apps (CapCut, imo), and entertainment (Dailymotion, Cricbuzz). The engagement rate held across all categories, proving that the gamified rich media format — when the mechanic is simple and the reward is the game itself — transcends app context. Users engaged with the Sooper Memory Game whether they were editing a video in CapCut or playing Talking Tom Hero Dash.
03
Delivering 2.515M impressions against a 2.5M goal is not luck — it reflects MediaSmart DSP's programmatic optimisation running throughout the campaign. Underperforming placements were rotated out in real time. Top-performing apps received weighted volume. The result was a 25.8% overdelivery on the planned impression target, giving Sooper additional brand reach at no incremental cost. This is the operational advantage of running programmatic with a DSP partner versus direct-buy remnant inventory.
