Fine GERMINATOR – Augmented Reality Game

Fine Hygienic Holding is the biggest tissue manufacturer in the Middle East. The company manufactures in Jordan, the UAE, Saudi Arabia, and Egypt, operates five tissue mills, and serves customers in more than 75 countries.

Fine was rebranding and revamping its facial tissue brands with a primary focus on hygiene. The aim was to drive awareness of their hygienic processes as a point of competitive difference and to help de-commoditize their category. Fine received an endorsement from the Family Hygiene Institute (an American wellness body) certifying that its tissues are the most hygienic in the region.

To build awareness of Fine’s hygiene point of difference and new endorsement, ECHT developed a fun and engaging Augmented Reality (AR) game that appeals to its millennial customers.

Every Fine Box contains tissues infused with SteriPro magic, making it almost impossible for germs to break in! This has infuriated the Germ Emperor, and in a desperate attempt, he has called upon his elite Germ Squad to launch an all-out attack! This is where we need your help, Soldier! Use the SteriPro magic imbued in our new boxes to help destroy the Germ Squad and protect you and your loved ones!