The challenge

We were tasked with launching 5-Alive across EMEA, with an emphasis on driving word of mouth in the kids’ space. But, Hasbro had two challenges with this launch:
1. Driving consideration at pace
2. Competing with UNO, which has traditionally dominated the digital space.

Our solution

Harnessing the power of Nougat, we discovered that YouTube pranks and challenges ruled the playground chatter. This became our foundation: showcasing 5-Alive as UNO's new, edgier counterpart, promising even more exhilarating fun. 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.

The KKB stamp

With Youth Trend Spotting as our guiding light, we allowed 8-12-year-olds to lead the way, revealing their preferred creators. Collaborating with them, we transformed 5-Alive into the ultimate mega-challenge, fuelling excitement and capturing imaginations like never before.