In-game ad campaign for kids’ autism awareness reaches one million impressions in Roblox

Istanbul Grand Airport teamed up with and Tooplay to launch an in-game ad campaign within Roblox to raise awareness for autism and social responsibility amongst kids.

Istanbul Grand Airport (İGA) and in-game advertising platform Anzu launched an in-game campaign within Roblox to celebrate World Autism Awareness Day in Turkey. The activation was part of a larger campaign to spread awareness about autism and social responsibility among children and teens.

İGA leveraged Anzu’s non-disruptive in-game ads to reach thousands of kids across Turkey by displaying 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 generated almost one million impressions, running from March 29th to April 3rd 2022, allowing İGA to reach thousands of young players to help spread autism awareness in a natural and engaging way within a brand-safe environment.

Betül Gül, Senior Account Manager, Anzu, said: “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.”

Transcending the digital and the real into Roblox

The campaign began by organizing workshops for children with autism and asking them to paint their imagination. The pictures were then used as part of an exhibition at the Istanbul Grand Airport.

To amplify the impact and interest of the artworks, they were animated and uploaded to digital AR platforms. Airport guests could then use AR technology to bring the designs to life during the exhibition. Many of the artworks were turned into NFTs and sold to raise money for the Turkish Autistic Support and Education Foundation (TODEV).

İGA worked with Turkish ad network Tooplay and Anzu to bring the artworks into the metaverse gaming platform Roblox – a space where millions of players gather to create, share, and play games in immersive worlds. With over 20 million games and more than 202 million monthly active users logging in to consume content and interact with brands, Roblox is one of the biggest gateways for the metaverse. Turkey is in the top 10 countries for the largest number of Roblox developers and the largest number of players.

Mertcan Tanaydı, Social & Digital Media Manager at Istanbul Grand Airport, said: “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!”