Horlicks NutriQuest Mobile Game

Objective

Horlicks, a nutritional beverage brand by GSK Consumer Healthcare, launched an integrated marketing campaign targeting children and mothers in Malaysia. The campaign aimed to engage children in fun and educational ways, building brand affinity while promoting the value of nutrition through the brand message of becoming 'tall, strong, and sharp.'

Solution

A 360-degree integrated campaign centered on a fully immersive mobile game called Nutriquest. Players select or create a hero (Omair, Akin, Ida, or Damien) to complete 30 levels across three worlds—City, Jungle, and The Horlicks Factory—defeating the villain Dr. Greedy and his Metaloids. Children collect Nutricoins and three types of Boosters (Tall, Strong, Sharp) to progress through levels. The campaign also included a two-minute animated trailer directed by Oscar-nominated filmmaker Thierry Marchand, digital and social media promotion (Facebook, YouTube, Wikipedia, Vimeo), and in-store retail engagement with limited edition merchandise and special displays.

Results

The game achieved 113,367 downloads across iOS and Android within the first few months of launch and remained in the Top 100 games on Google Play for 6 weeks. Over 2,000 NutriCoins were redeemed and 20,999 items of merchandise were claimed through the prize-redemption system. The campaign won recognition at Spikes Asia 2016.