AdColony’s mobile gaming campaign for Mars a success

AdColony, a mobile advertising and marketing platform, has announced the success of its mobile gaming campaign for Mars’ nutrition bar “Be-Kind,” in the MENA region.

Mars, one of the world’s leading FMCG brands represented by Mediacom Dubai, had partnered with AdColony to promote its fruit and nut and protein bars by using the power of mobile games.

Keeping in mind their main objective — to be kind and happy — Mars wanted to engage the audience in an entertaining way, showing them how Be-Kind competes in the snack bars market with its nutritious ingredients, natural flavors and non-sweeteners. At the end of the video, audiences are given a chance to pick one of the four Be-Kind bars by swiping on their screens to show the ingredients, which they are asked to memorize. Then, audiences can select the ingredients by tapping on their screens, thanks to AdColony’s highly engaging swipe dynamic end card technology.

The ad achieved high engagement rates and completed video views.

The campaign garnered more than 244,000 completed views with an 85 percent video completion rate compared to the 70 percent VCR benchmark, while 82 percent of the total completion came from unique users.

Johny Saad, AdColony’s country manager for MENA, said: “We are very happy and proud of what we achieved together with Mars. We will continue to grow and push the boundaries with the undeniable power of the mobile games and engaging executions of AdColony.”

Ahmed Arafa, Middle East marketing lead at Mars, said: “With our global perspective and leading

products, we can’t just ignore the fact of how big the mobile industry is. Last year, we achieved great results together with AdColony for different campaigns and won six awards at one of the most prestigious mobile award shows, the MMA Smarties MENA. Our Be-Kind campaign is also proof that the mobile gaming scene is rising rapidly, and inviting target audiences to engage with your brand is one of the keys to the campaign’s success.”