Innovation Leo Burnett becomes the first agency in Cyprus to bring in-game advertising to Roblox.
We’re always looking for new ways to connect brands with people and sometimes, that means stepping into entirely new worlds. That’s exactly what we did with our latest project for KFC Cyprus, becoming the first agency in Cyprus to launch an ad campaign inside Roblox.
Our in-game campaign for KFC Cyprus, promoting the Cheesy Twister, marked the beginning of a new kind of digital storytelling, one that meets young audiences right where they are: inside the game.
We teamed up with Fast River, experts in in-game media, to create a digital banner that lived within the Roblox environment and achieved impressive viewability. It’s a space where creativity meets attention, and our collaboration opened up exciting possibilities for immersive, brand-safe communication, especially for a platform with over 60 million daily users and a fast-growing 17–24 demographic.
“In-game ads deliver some of the highest levels of viewability and attention,” said Thodoris Avramidis, Business Development Director Greece & Cyprus at Fast River-Eskimi. “We’re thrilled to have opened this channel for Cypriot brands with a partner as forward-thinking as Innovation Leo Burnett.”
As our General Manager Xenia Chatziioannidou put it, “When commercial messaging becomes part of the gamer experience, on-screen impression rates rise significantly. In-game advertising also stands out for its brand safety, as video games don’t feature user-generated content. Roblox was the ideal space for KFC’s audience, and we’re already working on new activations that bring brands even closer to this world.”
This project was a first for Cyprus, and a proud moment for us. But more than that, it was proof that creativity doesn’t have to stick to one format, it just has to find the right space to play.