Reckitt Benckiser produce a load of household cleaning products. Their research showed that Mums, their primary buyer, were feeling like no one in the family ever wanted to help them clean the house. They came to us looking for ways to support mums and make the family help them out.

Our idea was Home Heroes, an online game that taps into the family’s competitive spirit and turns cleaning the house into an exciting, superhero powered event for the kids.

Once Mum or Dad create an account and allocate cleaning tasks to each member of the family, everyone else can jump on and personalise their avatar before getting stuck into their tasks. As they complete tasks, they mark them off their list to collect points and score virtual badges. Over time they reach new levels, unlocking special powers for their avatar and special power up animation screens. Everyone in the family can track each other’s progress and see how they stand by way of a family leader board and their individual badge boards.

Currently live as a pilot program in New Zealand, it’s to be finessed and rolled out in Australia next.