Ready Player Mom
Sanofi - Enterogermina
What would you do if you were a young gamer and your mother joined your online match to remind you to eat well?
That was the cornerstone of the campaign conceived by MRM Spain for the Sanofi brand, with a video case produced by Sailor Studio, used to promote the brand to a younger audience while conveying the message about the importance of intestinal health in a relaxed manner.
Awarded at Cannes 2023 in the "Entertainment Lions for Gaming" category, you can now see how companies are using technology to communicate with their younger audience and stay relevant in a rapidly changing landscape where being smart is essential to keep up with the changes.
The Campaing
The "Ready Player Mom" campaign by Enterogermina, a Consumer Healthcare brand of Sanofi, aimed to teach the children of Brazil's top gamers about the importance of intestinal health in a smart and fun way. The mothers of these gamers received hyper-realistic avatars and surprised their children during their live streams, interacting with them in the games. The campaign utilized the potential of the virtual world to promote healthy eating habits and digestive health, reaching a new generation through platforms like Twitch, Youtube, and TikTok.
The action, carried out in partnership with Druide Gaming, involved training the mothers in popular games such as Minecraft, Fortnite, and Sims 4. Brazil, being an important gaming market, was chosen as the starting point for the campaign. The results were significant, with increased awareness of the Enterogermina brand among the gaming community and the promotion of healthy habits. The surprise approach of mothers finding their children where they are most, in the virtual world of games, proved to be effective in reaching the young audience. The "Ready Player Mom" campaign showcased the opportunities in healthcare marketing and established a purposeful relationship with a new generation, utilizing the power of games and social media to convey important messages about health.
Credits
Agency: MRM Spain
Client: Sanofi - Enterogermina
Client: Sanofi - Enterogermina
Year: 2023
Sailor Studio
Film Director: Luís Guilherme Chagas
Executive Producers: Luccas Oliveira, Gustavo "GGA" Almeida
Production Director: Leticia Cacace
Project Manager: Leticia Cacace, Gustavo Veloso, Luiz Alejandre "Ryan"
AD: Fernanda Fernandes
Producer: Fernanda Fernandes
Director of Photography: Ian Leite
1 AC: Marina Rossi
Gaffer: Rafael Teixeira
Location Sound mixer: Raphael Coelho
Makeup Artist: Carolina Carvalho
Maid: Gabriela Magno
Studio: Avallone Studio
Transport: Costa Transportes
Adm Assistant: Mario Kiyoshi
Project Manager: Leticia Cacace, Gustavo Veloso, Luiz Alejandre "Ryan"
AD: Fernanda Fernandes
Producer: Fernanda Fernandes
Director of Photography: Ian Leite
1 AC: Marina Rossi
Gaffer: Rafael Teixeira
Location Sound mixer: Raphael Coelho
Makeup Artist: Carolina Carvalho
Maid: Gabriela Magno
Studio: Avallone Studio
Transport: Costa Transportes
Adm Assistant: Mario Kiyoshi
Post Production Coordinator: Luiz Alejandre "Ryan"
Film Editor: Luís Guilherme Chagas
Art Director: Teidy Nakao
3D: Alexandre Alves, Luan Carvalho
VFX: Rafael Matheus, Alexandre Alves
Color Grading: Rafael Matheus
Motion Design: Rafael Matheus, Guilherme Micsik
Deliveries: Luiz Alejandre "Ryan"
