5Alive Launch
The ask:
Launch 5-Alive across EMEA and drive consideration at pace, going head-to-head with UNO, the long-time king of digital dominance.
Insight
Kids don’t talk about card games in the playground.
They talk about YouTube pranks and challenges.
Strategy
Pranks and challenges became our foundation. Showcasing 5-Alive as UNO's new, edgier counterpart, promising even more exhilarating fun.
How do we get the attention of 8-12 year olds? Turn the game into one big YouTube challenge.
Use 5-Alive's bomb card to edge out the competition, positioned as the daring choice for inner saboteurs.
Before the big reveal, we subjected all influencer content to rigorous testing in bespoke focus groups, enabling the client to fine-tune messaging and targeting.
