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posted on Jul. 26, 2024 at 2:58 pm

Chupa Chups takes MOE store to custom Roblox gaming ‘paradise’

posted on Jul. 26, 2024 at 2:58 pm

With 100,000 organic unique visitors in 2 weeks, Chupa Chups becomes "the first FMCG brand in the region to develop a custom game on Roblox," said Perfetti Van Melle's Milad Rouhana.

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 o

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Tags:Candyland Paradise Chupa Chups GroupM Mall of the Emirates Milad Rouhana Perfetti Van Melle Roblox user generated content virtual activations WAVEMAKER MENA Youssef Raad

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.