Johnson & Johnson Consumer Health entered the metaverse with a Listerine action, created by Wunderman Thompson Brasil, in the city of Complexo.
The “Bafocalipse” action featured a comedy show by comedian, presenter and brand ambassador, Fbio Porchat, which will be available to all players present in the virtual city. In addition, as the name of the action suggests, the brand also addressed issues of bad breath and showed the importance of maintaining an oral health routine.
“We want to bring information about Listerine and make a presence in the ecosystems of gaming communities, in addition to expanding our reach to consumers who are not emerging on these platforms,” explained Sabrina Tichauer, Marketing Director for Oral Care Brands at Johnson & Johnson Consumer Health Brazil.
Activation took place on November 25th, when the game server was updated and players “woke up” breathing green breath from their mouths. Also, whenever another player with breath approached someone, it caused them stress, causing the screen to “jitter”.
The action was revealed by influencers Paulinho o Loko, Cerol and the ambassador, Porchat, who opened lives to explain what was happening. At the same moment, the brand started sending messages to players and the product was made available in pharmacies and vending machines throughout the virtual city.
The idea was not just to appear in a game, we really wanted to change the dynamics of the game. That’s why we thought: what would happen if one day, everyone woke up with breath? Breathalypse! – that. An action that could only be done in the metaverse. And in a game that simulates real life, commented Sabrina Villar and Alvin Shiguefuzi, creative directors at Wunderman Thompson Brasil.
