5Alive Launch
The ask:
Launch 5-Alive across EMEA and drive consideration at pace to compete with UNO, who have traditionally dominated the digital space.
Insight
Kids don’t talk about card games in the playground, they talk about YouTube pranks and challenges.
Letting 8-12 year olds lead the way, they revealed their favourite creators. Collaborating with these influencers / entertainers, we could transform 5-Alive into the ultimate mega-challenge.
Strategy
Pranks and challenges became our foundation:
showcasing 5-Alive as UNO's new, edgier counterpart, promising even more exhilarating fun.
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.
