Charged to enter the highly competitive sweet biscuit market, Carat China and Saatchi & Saatchi China's idea was to disrupt category norms by not focusing on taste and flavour but to create a connection with kids aged 6-9 that would lead to regular consumption of the Kraft "Prince" product. An online game called Prince Planet was created where biscuits (in virtual form) were used to communicate with other gamers to crack codes to unlock different levels of the game. Extra codes could be gotten from Prince packs that helped kids to move ahead in the game. More than 20 million kids played nearly one billion total gaming sessions. Value share was lifted by 171% in one month after the campaign launch. Over 134,000 pin codes were redeemed contributing to over one million RMB of revenue. Daily time spent online was 21.9 minutes which was 155% vs planned.

WHYBIN\TBWA\TEQUILA\Sydney broke the negative preconception that insurance companies are boring by creating an application that positions NRMA Insurance as an innovative and entertaining brand. Based on the insights that firstly, no one expects an insurance brand to entertain and secondly, not all insurance brands are created equal, NRMA Insurance set out to prove they are different with the Car Park Challenge, a game that put parking skills to the test and raised awareness of the actual cost of even a small accident to a driver whilst not impeding the fun and flow of the gameplay. The app was developed for iPhone, iPad, Android and online users.  The Car Park Challenge became the number six app in the Australian iTunes store with over 107,853 downloads which exceeded original targets by 539%. What added to the success was over 240 online reviews of the app, 1,172 visits to NRMA's mobile site, 531 click-to-call responses.

China, the expected 2nd biggest smartphone market in the world in 2012, is still dominated by global brands. Newcomer OPPO tried to stand out from the competition with Find Me, the 1st social movie experience in China. A Twitter app allowed people to become scriptwriters and show off to their Twitter followers. In just a month, there were 1,200,000 finders, of whom 70% were returning visitors, 380,000 hours of gameplay, 150,000 new Twitter followers of OPPO, and 360,000 related tweets.

Excitement was generated about Intel's new Core processors specifically in Australia and India with a transformation of everyday computing experiences using an interactive film/game called 'The Escape' on Youtube. Viewers had to rendezvous with a sexy secret agent, retrieve a mysterious envelope, and evade two ruthless pursuers using the product attributes of the Core processor. The three-month campaign exceeded its target figures (of 250,000 visitors) with 589,221 people playing in the first four weeks alone. On average, players have spent an average of 3:01 minutes in The Escape, a total of over 29,624 hours engaging with the Intel brand. PR and social media buzz has been similarly impressive with 20,712 mentions on Twitter within the first week, with sentiment analysis showing that comments were positive. In addition, global media coverage was generated in The New York Times and the Times of India.