The product was a perfect example of our arcade game product line. Resembling famous Super Mario, it activated users to avoid obstacles and collect as many waffles as possible. The game was used online and on tablets retail and shopper promotions, while the most successful players won valuable prizes.

COMPANY
Jaffa biscuit factory from Crvenka was established in 1975, upon the initiative of several local Serbian entrepreneurs. Best known for its production of Jaffa cakes biscuits, over the years the company has developed other brands of sweets successful at the Serbian market.

Always trying to follow the changing market trends, the company entered the process of re-launching and rebranding some of their landmark products. One of them is Njamb, a waffle product very popular among the younger target audience, but absent from the market in the last few years.

The goal for repositioning Njamb was clear: to make the product able to communicate to their customers (teenagers) through the channels that they most often use. This considered creating a strategy focused on digital activations, something that the company was not used, based on their experience of advertising in the more traditional ways.

PRODUCT
The product was a perfect example of our arcade game product line. Resembling famous Super Mario, it activated users to avoid obstacles and collect as many waffles as possible. The game was used online and on tablets retail and shopper promotions, while the most successful players won valuable prizes.

MECHANISM
The users were invited to register at the company FB page or website. After that, they were able to play the arcade game as many times as they wish. The very competitive game, not easy to play, consisted of two levels in which the goal was to avoid obstacles (bananas, grass, stone, etc.) and collect waffles and super Njamb points. The point was to collect all the points in the shortest possible time. The players who completed the task with the best running time were the most successful ones. At the end of each week, the best players were awarded with three main prizes relevant to the target group: skateboard, speakerphones and product packages.

RESULTS
The activation hosted more than 500 players a week, each coming back between 5 and 20 times to try over, while the players with the best scores were playing between 15 and 20 times a day. The main benefit was successful brand positioning in the digital sphere.

INTEGRATION: Facebook + Website
PROJECT DURATION: 2 months
RESULTS: 24.852 games played
SECURITY: Advanced