Unilever

Overview

Mindshare Turkey, The Trade Desk ™ and Bidstack teamed up to deliver the first-ever in-game programmatic campaign in Turkey with Unilever Turkey brands Rexona and Clear. Unilever are global sponsors of La Liga and activate this via their brands in Turkey. Football is a great way to engage with their target audience, and given that younger males make up a large portion of the in-game audience, advertising in online football games was a perfect solution.

Objective

Unilever Turkey wanted to create a media strategy around their partnership with La Liga and reach an engaged, young male demographic. With this in mind, the brand wanted to explore the use of Bidstack’s unique in-game inventory and expertise to reach their target audience. They also wanted to reinforce brand associations with lifelike creatives served in-game.

Image: Unilever Turkey’s creative delivered in Football Manager 19

Solution

Mindshare Turkey were able to leverage their industry relationships to bring together two experts in their field to deliver a media first – programmatically delivering adverts into a video game environment.

Using Bidstack’s unique in-game inventory space and The Trade Desk™’s technology, Unilever Turkey utilised specific creatives that had appropriate in-game messaging and highlighted their links to football. The creatives replicated the sorts of ads you would expect to see in a real-world football match, enhancing the realistic features of the game for the gamer without intruding on their experience.

Image: Unilever Turkey’s creative delivered in Football Manager 19

Result

• A media first in Turkey (first programmatic in-game buy via The Trade Desk)
• The first CPG campaigns run programmatically across Bidstack globally
• 8 seconds of exposure per impression
• Parity of delivery with other media buys via The Trade Desk™
• No ad blocking, reducing media wastage
• Ads served into a brand-safe environment with full transparency

SourceL GWI 2020