Istanbul Grand Airport, Anzu, and Tooplay have teamed up for an in-game ad campaign within Roblox to teach kids about autism and social responsibility. The campaign starts just in time to celebrate World Autism Awareness Day in Turkey and it is part of a larger campaign to spread awareness about autism and social responsibility among children and teens. The innovative campaign is taking place both digitally and physically.
The campaign started by organizing workshops for children with autism and asking them to paint their imaginations. Once the activity was complete, the pictures were later shared in an exhibition at the Istanbul Grand Airport. To increase the effectiveness of the campaign, the pictures were animated and uploaded to digital AR platforms where airport guests were able to use the AR technology and bring the designs to life during the exhibition.
Some of the artworks featured at the exhibition were also turned into NFTs and sold to raise money for the Turkish Autistic Support and Education Foundation (TODEV). To help reach the brand to kids and teens across the country rather than just the airport visitors and travelers, IGA also worked with Turkish ad network Tooplay and Anzu to bring the artworks into the metaverse gaming platform Roblox.
Istanbul Grand Airport utilized Anzu’s platform to reach thousands of kids across Turkey by the artworks within many of the platform’s most popular titles, featuring them on 3D in-game objects, including roadside billboards and on the side of buildings. The campaign ran from March 29th to April 3rd, 2022, and it generated almost 1M impressions allowing Istanbul Grand Airport to reach thousands of young players to help spread autism awareness in a natural and engaging way within a brand-safe environment.
Mertcan Tanaydı, Social & Digital Media Manager at Istanbul Grand Airport commented:
Being able to bring the kids’ designs into the Roblox metaverse was an incredible feat. It propelled our campaign to new heights, providing it with national exposure across Turkey and beyond our borders. Roblox was a natural way for us to reach kids with this incredibly important awareness campaign and to help them learn from others their age. We will be looking to in-game advertising in the future as a robust, powerful, and non-disruptive way to reach players where they are – within their favorite games!
Betül Gül, Senior Account Manager, Anzu also added:
Gaming is a great medium to raise social awareness and education amongst kids. We’ve seen countless examples of brands leveraging this highly engaging form of entertainment, from building their own Animal Crossing islands to Fortnite takeovers to sponsored streaming.
The difference with Anzu’s in-game advertising solution is that it allows brands to quickly and easily enter the gaming world to reach millions of players directly from within their favorite mobile, PC, console, and Roblox titles. It has been amazing to see the success of Istanbul Grand Airport’s campaign, and I’m looking forward to working on similar projects as brands worldwide continue to realize the potential that in-game advertising offers.
Anzu’s previous partnerships include various companies like Amelore, Dakar Desert Rally, Roblox, Eden Falling, World Cricket Championship, and Poster Sticker. Anzu is also the first in-game advertising platform to join Unity’s Verified Solutions Partner Program.
What do you think about the latest campaign by Anzu and Istanbul Grand Airport for raising awareness about Autism and Social Responsibility? Let us know in the comments section below.
