Unilever approached us to create an interactive experience for Yumoş, one of their most iconic fabric softener brands.
The goal was simple: increase product discovery and engagement in a way that felt light, fun, and true to the softness of the brand.
The Idea: Turn Product Exploration into a Game
We developed a custom playable game where the Yumoş bear moves through a friendly environment, jumping over obstacles and collecting different Yumoş bottles along the way.
Each collected bottle represents a different variant of the Yumoş product line. As users play, they naturally discover the range — without needing instructions or extra clicks.
It’s intuitive, visual, and playful — just like the brand itself.
How We Built It
The game was developed entirely custom for this campaign.
We focused on:
- Creating smooth tap-to-jump mechanics that feel light and responsive
- Placing obstacles and product bottles to maintain a natural rhythm
- Showcasing each Yumoş bottle clearly within the gameplay
- Keeping visual elements soft and warm, in line with brand identity
- Designing a clean end screen to support brand recall and clicks
- Optimizing CTA messaging for engagement
What Happened After Launch
After going live and running optimization rounds, the results were strong:
- CTR reached 4.21%, significantly above standard formats
- Average interaction time: 11.7 seconds
- Brand recall improved by 58%, based on post-ad survey
- Lowest CPC in the Home Care category during the campaign period
Why It Worked
Instead of showing a product lineup, we turned it into something users could explore by playing.
This helped Yumoş deliver its message in a format that felt natural on mobile.
Playable ads like this:
- Boost product discovery
- Hold attention longer
- Perform better than static and video formats
- Let the user experience the brand with minimal friction
For Unilever’s Yumoş, it was a way to show softness through motion, not just visuals.
