Case Study · Theraflu · Haleon · Poland · Q4 2024

+13.3% lift in purchase intent through casual gaming

In Q4 2024, Theraflu ran a fully opt-in Branded Takeover campaign inside casual mobile games in Poland. The goal was to test a new media channel that could deliver longer attention time and measurable brand outcomes — aligned with Haleon's shift toward attention-based planning.

The campaign paired a branded button with a rewarded video and a branded in-game reward. Message recall of +11.4% points to a cognitive link between positive gameplay moments and brand memory — reinforcement mechanisms may matter more than format length.

+13.3%

Purchase Intent

+11.4%

Message Recall

36.9 sec

Avg Attention (+85% vs benchmark)

94.4%+

View-Through Rate

60.8–64.3%

Engagement Rate

"It's not just about getting the most attention, it's about getting the right kind of attention that moves the KPIs we care about."

Phil Jackson — Global Marketing Effectiveness Innovation Director, Haleon

↗

View full case study (PDF)

Opens in new tab

Free Tool

See your brand inside a real mobile game

See your brand creative inside a real mobile game — in under 60 seconds.

You'll need:

Brand logo
Video or display ad

No development, no budget, no meetings. Test how your creative looks, or share the preview with your team before committing to a campaign.

Try it below ↓

To learn more about campaign assets, go HERE.

Have a question? Click HERE.

Campaign launcher

Seen enough to be curious?

Take a fit-check call. 15 min, no deck.

If what you're seeing makes sense for your brand — let's find out if the numbers work for you too. No pitch, just data and a straight answer.

Book an intro call →