The "Ready Player Mom" activation from
Sanofi's Enterogermina and MRM Spain created look-alike
avatars for the mothers in gameplay to pull off the
surprise
SAO
PAULO, April 17, 2023 /PRNewswire/
-- Sanofi's Enterogermina, the world's leading probiotics
brand, found a clever way to help parents teach their children
the importance of gut health by having their avatars "crash" their
children's livestreams. The campaign – "Ready Player Mom" aims to
highlight the threats of typical "gamer diets" by tapping mothers
of Brazil's most prominent gaming
influencers to infiltrate the virtual gaming worlds that have
captured their children's attention.
With the help of Druide Gaming, the effort recruited the moms of
influencers such as Forbes 30 Under 30 honoree Norbu (who has 30
million followers), Flakes Power, Scorpion, and Lipao, all who were
caught by surprise when they unexpectedly saw their mothers in
their virtual gameplay with avatars that looked exactly like them.
Mothers met their children in front of hundreds of thousands of
viewers of viewers across livestream platforms including Twitch,
YouTube and Tik Tok.
"Our product has been on the market for half a century and part
of its success stems not only from its quality, but also because of
the brand's innovation and scientific basis, which has supported
and maintained its enduring relationship with society as an ally of
healthcare. We are leveraging the virtual worlds to improve health
and empower self-care for people today and for future generations."
said Marília Zanoli, Marketing Director of Consumer Healthcare at
Sanofi Brasil.
For a seamless integration and surprise, the mothers were
trained across major gaming platforms including Minecraft,
Fortnite, Complexo, Sims 4, Roblox and Zepeto. As one of the most
important gaming markets in the world with nearly 90 million
players, Brazil was a logical
choice for MRM Spain as global lead for the brand and Sanofi's
Enterogermina to spearhead the effort to raise brand awareness
among the gaming community and to teach more about healthy eating
habits and digestive health.
"Brazil is a key market for us,
and we're excited to launch this campaign here as an innovative and
fun way to encourage healthy habits across all touchpoints with our
consumers," said Lipi Banerjee,
Global Sub-Category Lead, Probiotics at Sanofi.
"This gaming and social activation is proof that healthcare
marketing is a world full of exciting opportunities. With "Ready
Player Mom," mothers were able to meet their children right where
they were in the virtual world of gaming and create a space where
the Enterogermina brand could build meaningful relationships with a
whole new generation," said Félix del Valle, Chief Creative Officer
of MRM Spain. Thanks to the element of surprise, these mothers
found a way to effectively reach young gaming audiences and address
the importance of daily probiotics.
About Sanofi
We are an innovative global healthcare company, driven by one
purpose: we chase the miracles of science to improve people's
lives. Our team, across some 100 countries, is dedicated to
transforming the practice of medicine by working to turn the
impossible into the possible. We provide potentially life-changing
treatment options and life-saving vaccine protection to millions of
people globally, while putting sustainability and social
responsibility at the center of our ambitions.
About MRM
MRM is a modern relationship marketing agency
that delivers transformative creative solutions at the intersection
of business, culture, and technology. MRM operates in a
borderless, integrated way, to allow for greater collaboration and
velocity—all to the service of helping businesses grow meaningful
relationships with people. MRM is part of
McCann Worldgroup and the Interpublic Group of companies
(NYSE: IPG), and spans 35 offices across North America, Latin
America, Europe, the
Middle East, and Asia Pacific. For more information, please
visit www.mrm.com
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SOURCE MRM