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Heinz Reckitt Benckiser Future Ad Labs

Future Ad Labs annouces Heinz and Reckitt Benckiser as launch clients

By Gregor Cubie

October 8, 2013 | 2 min read

Future Ad Labs, the newly launched PlayCaptcha advertising firm, has announced Heinz and Reckitt Benckiser as its launch clients.

PlayCaptcha aims to make filling in online forms less repetitive by turning the Captchas - the distorted words customers have to type to prove their humanity - into playable micro games.

The idea reportedly formed when Future Ad Labs CEO, and co-founder, Howard Kingston, was trying to register for tickets to the 2012 London Olympics and was driven to distraction filling out e-forms.

Kingston was enthused about starting work with the new clients, saying: “We’re delighted to be partnering with such renowned and respected global brands as Heinz and Reckitt Benckiser. By utilising a creative solution that avoids the negative experience of Captchas, consumers can immerse themselves in the brand without interrupting their online experience, which helps build brand awareness."

The Heinz PlayCaptcha requires the user to squeeze the company's salad cream onto a sandwich, with Future Ad Labs reporting that nine out of ten customers remembered the name of the product involved in the game afterwards.

“The success rates of PlayCaptcha are undeniably impressive and we are thrilled to be one of the early adopters of such innovative technology”, commented Ian McCarthy at Heinz.

The Reckitt Benckiser PlayCaptcha invites players to clean a dirty coin by dragging it into a bowl of Cillit Bang.

Heinz Reckitt Benckiser Future Ad Labs

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