Campaign details
Brand: WHSmithBrand owner: WHSmithLead agency: FP7 McCann DubaiContributing agencies: MCN Mediabrands, AdColony Dubai, Unity / Promo FixMarket: United Arab EmiratesSector: Entertainment retailMedia channels: Gaming & in-game advertising, Mobile & apps Budget: Up to 500k
Executive summary
In the UAE, an average child read books for pleasure for six minutes a year. To reverse declining book sales, retailer WHSmith reversed this declining love for reading, by entering the world children love: mobile games. These games have forced pop-up ads that cannot be closed.
In-game...