Evolution and Build has created a custom-built Middle Eastern world called Candyland Paradise for Perfetti Van Melle’s brand Chupa Chups on Roblox, with the support of Wavemaker MENA for media planning.
Candyland Paradise offers players a visually immersive journey through sunny sand dunes, traditional Arabian camps adorned with heritage carpets, bustling souks, palm trees, and regional landmarks, including a virtual replica of Chupa Chups’ flagship store at the Mall of the Emirates.
Results of the campaign speak for itself, with pre-launch over the first two weeks the game achieving more than 100,000 worldwide organic unique visitors.
“This project aligns perfectly with our vision of enhancing world leadership in confectionery through innovation and value creation. We are excited to be at the forefront as one of the first FMCG brands in the region to develop a custom game on Roblox, engaging thousands of gamers within just a few weeks,” said Milad Rouhana, Managing Director of Perfetti Van Melle, Middle East, Africa, and Pakistan.
The campaign offers users an experience where imagination, social interaction, and fun come together, complementing the brand’s commitment to innovation, creativity and playfulness.
Candyland Paradise amplifies the culture of the region through an engaging and interactive platform, inviting players into a world full of sweetness and delicious candies right in the heart of the desert.
The game features a variety of exciting mini-games, including a brain-twister maze, sandboard races with optional board customisation, a Chupa Chups obstacle course, a photobooth, a live candy factory, and the chance to earn free user-generated content.
Additionally, a live leaderboard enhances the thrill and excitement of the game, encouraging players to return and beat their top scores.
“Chupa Chups is pioneering marketing innovation in the region. Roblox offers brands unprecedented opportunities to deeply engage with future generations and communities at scale, fostering brand affinity, engagement, and loyalty that extend beyond the platform,” said Youssef Raad, Head of Gaming at GroupM MENA.
“The platform reaches over 77 million people daily across the globe, with over 20 million active monthly users in MENA. This project is exciting because it brings the cultural zest of the Middle East to players around the world while engaging meaningfully with our users in this region. We are proud to have led the go-to-market strategy on this project with Roblox and our in-game building partners, Evolution and Build,” Raad added.
Candyland Paradise went live in mid-June 2024.
