This month Razorfish, digital agency of record for Surf Global, have launched a co-branded version of popular Facebook game Bubble Saga which will run in 11 different geographic markets for between six and 12 months each. The Bubble Saga game, with more than 250,000 daily active users across these markets, now features the Surf brand mascot, Surfy* as the main character in the game.
Surf’s core audience are predominately female, often homemakers and so-called ‘digital snackers’, people who are online for 1-2 hours each day dipping in and out of games and social networks. For all these reasons, Razorfish identified that gaming, and particularly Bubble Saga, which is a great brand fit, was an ideal partner for Surf.
Daniel Kery, Surf Global Brand Manager at Unilever, said: “Surf is a global brand that is present in 47 countries with a constantly expanding presence, making laundry delightful for more than 100 million women every day. We were glad to have found Bubble Saga as a partner for the launch of our new brand character Surfy, being a good fit with our consumers who love to enjoy some moments of delight in their everyday.”
Once the opportunity was identified, Razorfish worked with Bubble Saga’s parent company, King.com, to ensure that Surf’s participation would add genuine value for users. The aim was to tap into existing behaviours and enhance the users’ experience in a delightful – rather than intrusive -- way. This was achieved by creating additional content within the game such as the ‘Planet Fragrance’ levels and the branded ‘Flower Power Booster’ to enhance game play.
The concept, strategy and creative were created by Razorfish. Mindshare arranged the media.
Campaign title: Bubble Saga Partnership
Creative Agency: Razorfish
Executive Creative Director: Sean Chambers
Creatives: Malin Hanas and Tim Wild
Account Director: Oliver Bryan
Senior Planner: Caroline Lucas-Walker
Media Agency: Mindshare
Game Developers: King.com