6
Mins Avg. Engagement
15,000
Game
plays
1st
Page
Google ranking
100,000
You Tube
Views
Parmalat launched the Breaka Island “Summer of Awesome” campaign as its most digitally oriented initiative to date. This ambitious campaign spanned two years and combined on-pack promotions, sponsorship tie-ins, and a series of dynamic online games and competitions. Leveraging digital channels, the campaign kicked off with social media driving substantial engagement, exemplified by achieving over 100,000 YouTube views during its launch phase, demonstrating the power of innovative digital marketing with minimal media spend.
Objective
The primary objective of the “Summer of Awesome” campaign was to create an immersive digital environment that would host all brand promotions, significantly enhancing user engagement. Breaka Island was envisioned as a digital hub where customers could interact with the brand through various forms of content and activities, extending the average engagement time to over six minutes per visitor.
Approach
To achieve these ambitious goals, Evolut developed a comprehensive digital strategy that included the creation of a quasi-3D interactive world called Breaka Island. This platform was designed to be more than just a website—it was an engaging, interactive experience that integrated social media, games, and various digital marketing elements seamlessly.
They have a great balance of being both commercial and creative. They’ve got the technical expertise but they really go beyond with the mix of both design and commercial understanding so we can really build something that’ll achieve the desired outcome of the business. They worked with us through that. Additionally, we're impressed with their strategy. They didn’t intend to build a site that’d be demolished in a couple of years’ time. Their team is being scalable so they’ll reuse the work that they’ve done previously to build. They don’t have to restart. This shows that they’re being very careful with our money as well. Additionally, we’ve had a great flow in sales. We’ve had $7 million worth of preorders since we went live. This is far exceeding our expectations and targets. The fact that it flowed and worked well without any errors is a win.
Matthew Muller
The team has been amazing to work with. As someone who doesn’t have a solid background in media and communications, they’ve been able to get me through the process. They make things very easy to understand, and they’re agile and responsive to our needs. We’ve had really tight timeframes, and they’ve come up with out-of-the-box, intuitive solutions to offer our stakeholders during COVID. They’ve always been accessible and able to bring me on the journey very quickly, allowing me to understand web development, web design, and why we do things the way we do. They’ve come up with solutions I never would’ve thought of that have been fantastic and absolutely hit the mark.
Robyn Littlewood
Since the launch of our website in February, we have seen it make great gains when it comes to audience figures and attracting quality leads throughout the site. With the digital realm changing everyday, Evolut have been working closely with me and my team on improving the website to better attain and qualify potential leads, always ensuring that the site's mechanics, creative and analytics are kept up to speed with industry standards. I am very pleased with the level of service that I receive from Evolut and their genuine interest in our products and brand.
Helen McCabe
They have a great balance of being both commercial and creative. They’ve got the technical expertise but they really go beyond with the mix of both design and commercial understanding so we can really build something that’ll achieve the desired outcome of the business. They worked with us through that. Additionally, we're impressed with their strategy. They didn’t intend to build a site that’d be demolished in a couple of years’ time. Their team is being scalable so they’ll reuse the work that they’ve done previously to build. They don’t have to restart. This shows that they’re being very careful with our money as well. Additionally, we’ve had a great flow in sales. We’ve had $7 million worth of preorders since we went live. This is far exceeding our expectations and targets. The fact that it flowed and worked well without any errors is a win.
Matthew Muller
The team has been amazing to work with. As someone who doesn’t have a solid background in media and communications, they’ve been able to get me through the process. They make things very easy to understand, and they’re agile and responsive to our needs. We’ve had really tight timeframes, and they’ve come up with out-of-the-box, intuitive solutions to offer our stakeholders during COVID. They’ve always been accessible and able to bring me on the journey very quickly, allowing me to understand web development, web design, and why we do things the way we do. They’ve come up with solutions I never would’ve thought of that have been fantastic and absolutely hit the mark.
Robyn Littlewood
Since the launch of our website in February, we have seen it make great gains when it comes to audience figures and attracting quality leads throughout the site. With the digital realm changing everyday, Evolut have been working closely with me and my team on improving the website to better attain and qualify potential leads, always ensuring that the site's mechanics, creative and analytics are kept up to speed with industry standards. I am very pleased with the level of service that I receive from Evolut and their genuine interest in our products and brand.
Helen McCabe
They have a great balance of being both commercial and creative. They’ve got the technical expertise but they really go beyond with the mix of both design and commercial understanding so we can really build something that’ll achieve the desired outcome of the business. They worked with us through that. Additionally, we're impressed with their strategy. They didn’t intend to build a site that’d be demolished in a couple of years’ time. Their team is being scalable so they’ll reuse the work that they’ve done previously to build. They don’t have to restart. This shows that they’re being very careful with our money as well. Additionally, we’ve had a great flow in sales. We’ve had $7 million worth of preorders since we went live. This is far exceeding our expectations and targets. The fact that it flowed and worked well without any errors is a win.
Matthew Muller
The team has been amazing to work with. As someone who doesn’t have a solid background in media and communications, they’ve been able to get me through the process. They make things very easy to understand, and they’re agile and responsive to our needs. We’ve had really tight timeframes, and they’ve come up with out-of-the-box, intuitive solutions to offer our stakeholders during COVID. They’ve always been accessible and able to bring me on the journey very quickly, allowing me to understand web development, web design, and why we do things the way we do. They’ve come up with solutions I never would’ve thought of that have been fantastic and absolutely hit the mark.
Robyn Littlewood
Since the launch of our website in February, we have seen it make great gains when it comes to audience figures and attracting quality leads throughout the site. With the digital realm changing everyday, Evolut have been working closely with me and my team on improving the website to better attain and qualify potential leads, always ensuring that the site's mechanics, creative and analytics are kept up to speed with industry standards. I am very pleased with the level of service that I receive from Evolut and their genuine interest in our products and brand.
Helen McCabe
The Breaka Island
DSM™ Blueprint
The challenge was to transform the traditional static website experience into a captivating, interactive 3D world that could continuously engage users and sustain their interest over an extended campaign period.
The solution was the development of Breaka Island, a revolutionary quasi-3D interactive environment. Evolut oversaw the creation and curation of diverse content forms, including photography, video, music, 3D development, and game development, to ensure a rich and engaging user experience. This immersive platform was designed to draw users into a virtual island where they could explore, play, and engage with the brand in multiple ways, effectively breaking the mold of conventional digital campaigns.
Maintaining engagement over two years required innovative approaches that continually captivated users.
A key strategy was the integration of gamification and competitions, highlighted by the “JetSki Racer,” an interactive, 3D Jetski game. This game featured a dedicated soundtrack, leaderboard, and custom JetSki skins, adding a competitive and interactive element that kept users returning for more excitement and engagement.
Launching Breaka Island involved more than just games; it required creative input from the users themselves.
To engage the community, we launched a competition to design the new Breaka Island flag, incorporating an interactive tool that allowed users to create flags using custom backgrounds and various shapes that could be dragged, dropped, and resized. Users could save their designs, share them, and even explore a Flag Gallery to view submissions from other users. Additionally, we produced a 50’s themed “All Aboard for Breaka Island” video, which added a nostalgic touch while promoting the island as a premier destination.
Keeping the platform relevant and exciting required dynamic content that aligned with ongoing marketing campaigns.
Breaka Island was regularly themed to support the latest campaigns, such as the Breaka Burleigh Pro and new product releases. This approach kept the content fresh and ensured that the digital experience remained aligned with Breaka’s real-world activities and product offerings, enhancing user engagement through timely and thematic updates.